The penguins are back with a vengeance in the latest television spot for
John Smith’s bitter - just one week after apparently being dropped for
good by the brand’s new agency, GGT.
The commercial uses the same footage of the dead-pan comedian, Jack Dee,
as appeared in the first ad in the series, in which Dee is convinced
that he has finally persuaded the brand’s marketers to ditch all special
effects (Campaign, 5 July).
Last week’s film showed Dee dicing with death on a racetrack and being
hauled through the air in a giant concrete tube as the advertising
fraternity imposed its lust for action on the unsuspecting Dee at the
post-production stage. Through it all, though, Dee did not have to share
the screen with the penguins that have become the hallmark of John
In the new commercial, however, it becomes obvious that the penguins -
far from being absent - are taking over. As Dee talks about John Smith’s
creamy taste, penguins float about in bubbles. They also appear on
screen breathing fire from their beaks. Dee is seen walking over
penguins in this surreal landscape, he is sucked up through the rear end
of one penguin and pops out of the mouth of another.
Dee anxiously enquires as to what the post-production people will do
with his footage as the ad nears the end. ‘You are going to put the pub
background in afterwards?’ he asks.
‘Yep, we’re going to put it in later,’ the director reassures him from
offstage, as Dee suffers the final post-production ignominy and a
penguin suit is dropped over his head.
Dee himself collaborated in the creation of the commercial, which was
written and art directed by the joint creative directors of GGT, Robert
Saville and Jay Pond-Jones.
The spot was directed by Daniel Kleinman through Limelight in
conjunction with Open Mike Productions.
The latest film will run across all ITV regions plus Channel 4 and
satellite TV. Media buying for the campaign is through the Media Centre.