NEWS: GGT keeps Jack Dee in lead role for John Smith’s work

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 Needham.

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

Needham.



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

that.’



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

Pils.



Media was centralised into the Media Centre in August 1995.



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