Cardboard cut-out takes on celebrity role in new John Smith campaign

- TBWA GGT Simons Palmer's new campaign for John Smith's bitter introduces "no-nonsense man", a cardboard cut-out pictured with a pint of John Smith's Extra Smooth, as the "celebrity" replacement for Jack Dee.

- TBWA GGT Simons Palmer's new campaign for John Smith's bitter introduces "no-nonsense man", a cardboard cut-out pictured with a pint of John Smith's Extra Smooth, as the "celebrity" replacement for Jack Dee.

A 40-second launch ad features celebrities Leslie Grantham, Paul Usher and Alan Hansen sipping cocktails in a bar and explains how they were rejected for the role of promoting John Smith's in favour of the cardboard cut-out because John Smith's is such a good pint that it doesn't need celebrities to sell it. The commercial ends with a shot of no-nonsense man standing next to a bar and the endline: "It just needs him... standing here... like this".

The £10 million campaign breaks on 16 September on national television, supported by special build posters. The series of five commercials includes three 10-second ads that show the new John Smith's star getting on with his no-nonsense life. In one, we are told that non-nonsense man was going to tell us how silky smooth a pint of John Smith's is, but he missed the bus and didn't make it to the pub.

In the final, 30-second commercial, the ad team that appointed no-nonsense man is shown buying him lunch, then presenting him with a red sports car, which he crashes because, being no-nonsense man, he doesn't drive.

The campaign was written by Simon Hardy and art directed by Steve Williams. It was directed by Trevor Melvin through Blink and planned and bought by MediaVest.

Steve McCarney, brand director of ales at Scottish Courage, said: "Our new ads take the 'no-nonsense' proposition one step further - our new frontman is the ultimate no-nonsense celebrity."

Trevor Beattie, creative director of TBWA, adds: "The three-dimensional celebrity is a thing of the past. The future belongs to no-nonsense cardboard man. He's flat, he's fun, he's ours and he says more about John Smith's than a winnebago full of old-fashioned three-dimensional celebrities could."



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