GGT retains Jack Dee but gets rid of the penguins in its first stab at
the John Smith’s ‘no nonsense’ campaign, originally created by BMP DDB
The dead-pan comedian returns in the new ad, which breaks nationwide
this week. Dee is convinced that he has finally persuaded the admen to
drop the host of frivolous touches, such as the dancing ladybirds and
penguins, which he feels have marred the previous ads.
Speaking to camera in an empty studio, he believes he is strolling
through what will be transformed into a bar in post production. In fact
the final edit shows him dicing with death as he wanders across a
racetrack and through a breaker’s yard, and is then hoisted skywards
inside a giant concrete cylinder.
‘The challenge of being given something invented by John Webster [the
original creative director on John Smith’s advertising], which has been
executed so brilliantly and which has been so successful, was not a
thrilling prospect and could easily have been a poisoned chalice,’ GGT’s
joint creative director, Robert Saville, said.
‘We have changed the style of the ad, making it more dramatic. We have,
of course, kept the core thought - and so thanks must go to Webster for
GGT picked up the pounds 10 million John Smith’s account from Scottish
Courage in October last year without a pitch, largely on the strength of
the work it had produced for another Scottish Courage Brand, Holsten
Media was centralised into the Media Centre in August 1995.