The wizened and doggedly persistent Irish housekeeper from the comedy series Father Ted is to be the new face of Britain's Inland Revenue self-assessment campaign.
Mrs Doyle, famed for her "Go on, go on, go on, go on" catchphrase, will replace the tax inspector cartoon character Hector in the hope that her badgering ways will bring more people around to self-assessment.
The character, played by actress Pauline McLynn, was chosen after exhaustive research by the Inland Revenue which was keen to retire its white, male and middle-aged mascot which many women, in particular, disliked.
Since his arrival in 1996, Hector has had to suffer the indignity of having his pin-striped trousers and dark jacket changed to a quasi-Spiderman outfit in an attempt to promote the filing of self-assessment returns through the Internet. He managed to hold on to his bowler hat, but the sight of his spare tyre oozing out of the scanty webbing was the last straw for many women.
Hector's demise comes as the Revenue is reinventing itself as a more customer-friendly organisation.
The Inland Revenue chairman, Mr Nick Montagu, had said that Hector was not the right image for an organisation with a strong policy of recruitment from ethnic minorities.
According to Accountancy Age magazine, Mrs Doyle's tenure will last only for the remainder of this year.