He likes to do sponsor segments, he doesn't like his king at all, he has the power to create clones of himself and possess people's bodies. he will torture anyone in the afterlife who wrongs him
You are the white Bishop, who he lended power to, but you are still loyal to your king, You can attempt to fight him, or you can join him. 
The Ad Bishop used to be just a regular bishop, but like all bishops, he was bullied by his king, he got sick of it and made ads, the king however, didnt like this 
