The Worm has Turd

I know I know, I spent time talking with people about how good brand characters can be effective. I'm sure I secretly miss a good jingle.

But dear advertising lord (I think technically that's Sir Martin Sorrell) please make this go away.
It's the first ad by Manchester based driven, and reminds me of everything that regional agencies shouldn't be doing. It's tacky, the character is dull, the writing is suspect and the ad as a whole is borderline unwatchable.