NEWS: Penguins join Jack Dee in beer ad

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 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

Smith’s advertising.



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.



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