Cardboard man to front John Smith’s

TBWA GGT Simons Palm-er’s new campaign for John Smith’s 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 Palm-er’s new campaign for John Smith’s 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 the celebrities, Leslie Grantham, Paul

Usher and Alan Hansen sipping cocktails in a bar. It explains how they

were rejected for the role of promoting the beer 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 pounds 10 million campaign breaks on 16 September on TV, supported

by special-build posters. The series of five commercials includes three

ten-second ads that show the new John Smith’s star getting on with his

no-nonsense life. In one, we are told that no-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 drives off a cliff 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. Media was handled by

MediaVest.



Steve McCarney, brand director of ales at Scottish Courage, said: ’Our

new ads take the ’no-nonsense’ prop-osition one step further - our new

frontman is the ultimate no-nonsense celebrity.’



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