NEWS: Nick Hancock fronts Greene King ads

Delaney Fletcher Bozell has brought in the comic TV presenter, Nick Hancock, to front a new campaign for Greene King IPA.

Delaney Fletcher Bozell has brought in the comic TV presenter, Nick

Hancock, to front a new campaign for Greene King IPA.

The campaign for the Bury St Edmunds brewer aims to emulate the success

of the Carling Black Label and Boddingtons beer advertising, and

introduces a new endline: ‘Greene King IPA. Made for drinking.’

The campaign includes one 30-second and one 40-second commercial and

each open with scenes of a man on the psychiatrist’s couch ‘There’s

nothing wrong with me,’ he says in the general direction of the

psychiatrist’s chair. ‘Friends told me to come and see you...what do you

reckon?...Frankly I’m perfectly OK.’ But no-one answers, and the patient

finally snorts in disgust: ‘Do you have an opinion?’ and the shot widens

to show there is no psychiatrist, only a pint of Greene King IPA.

Hancock then explains that it is just as well the beer is so good for

drinking because it is ‘completely useless at anything else’.

Hancock, host of the BBC1 sports quiz, They Think it’s All Over, and

BBC2’s Room 101, was chosen because the audience profile of the

programmes almost exactly matched target markets for the beer, according

to Delaney Fletcher’s client services director, Tom Knox.

‘He epitomises Greene King’s values - unpretentious, down to earth,

witty and intelligent and definitely not a yob,’ Knox said.

The pounds 1 million campaign, which was written by Mark Waldron and art

directed by Rob Kitchen, broke last weekend in the Anglia region and

will follow on in the late summer in the Carlton area.

Knox added that the campaign aims to emphasise Greene King IPA’s

‘drinkability’ and position the brew as an ‘honest drinking pint’.

Greene King has used several advertising themes recently. One centred

around the fact that the beer had an ‘indescribable taste’ and another

campaign ran under the ‘It’s a pint and a half’ slogan.

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