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The broadcaster's biggest marketing push to date sees the veteran anchor describing the benefits of the Setanta service while serving pies from a caravan outside a football stadium.
Another ad sees customers mistaking the name Setanta for a sultana, a banana and the rock band Santana.
The campaign launches across broadcast, print, radio and outdoors from Monday.
Meanwhile, Setanta is expected to confirm that Lynam will have a role in its Premier League coverage "in some way" at a press launch for the service on Monday.
