He is most well known for his portrayal of Ash in the Evil Dead trilogy. When the original Evil Dead was first made, Campbell was a young man and just beginning his career. By the time Army of Darkness came out, Campbell was well into his career and had made a name for himself in the B-movie industry.
He has become a stock character playing the overconfident and sarcastic hero that while bumbling always comes through in the end. Much like Spock and other characters that become iconic, Cambell went through a phase where he was tired of the same old characters. When I was a reporter, I contacted his agent because I wanted to interview him on how B-Movies have impacted society and his agent flat out said that Bruce was tired of talking about B-movies.
Since then, he seems to have come to terms with the idea about the kind of actor he is and the characters he is going to play. He's no longer a spring chicken and his character on Burn Notice exemplifies the kind of person Campbell was went to play. He's a leading man, but not in the way of Harrison Ford or Brad Pitt, he's a separate breed that every person can identify with and I hope he never changes.