ALCOHOLIC DRINKS AND TOBACCO 03: John Smith's - Monsters, Babies, Ball Skills

It's goodbye cardboard cut-out man and hello British TV comedian Peter Kay in this all-new campaign to dramatise the virtues of John Smith's no-nonsense approach to life. Launching during the Champions League final, these blunt yet entertaining spots should be a major hit with the target audience. They should also boost the ailing bitter market, which has lost almost a quarter of 18-34-year old drinkers during the period 1998-2001. A top performance by Kay, beautifully directed by Kleinman.

United Kingdom

Product/client: John Smith's

Agency: TBWA/London

76-80 Whitfield St

London W1P 5RQ

UK

T: +44 20 7573 6666

F: +44 20 7573 6622

email: creative.temp@tbwa-london.com

Creative Director: Paul Silburn

Creative Team: Paul Silburn, Rob Webster, Chris Kelly, John Allison,

Chris Bovill

Agency Producer: Diane Croll

Production company: Spectre

48 Beak Street

London W1R 3DA

UK

T: +44 20 7851 2000

F: +44 20 7851 2001

email: reception@spectre.tv

Director: Danny Kleinman

Producer: Johnnie Frankel

Director of Photography: Denis Crossan

Post-production company: The Mill

40-41 Gt Marlborough Street

London W1V 1DA

UK

T: +44 20 7287 4041

F: +44 20 7734 8315

email: emmas@mill.co.uk

Editor: Steve Gandolfi