'Dog Show’ was created by TBWA\London and directed by music video director Danny Kleinman.
In the spot, Kay reveals his previously unknown dog-handling skills as his beloved Jack Russell terrier, Tonto, wows the Crufts-style crowd with a show of speed, obedience and agility.
Following a series of inch-perfect displays from meticulously groomed pedigree dogs, it is Tonto’s turn to shine. The dog waits patiently at his master’s feet for his first command, at which he races at lightning speed straight across and out of the arena.
Moments later, he returns at with his master’s newspaper clenched firmly in his mouth, to uproarious applause from the spectators.
The 30-second ad was filmed at Wembley Arena, which stands in for Crufts venue the NEC Birmingham, with a voiceover from veteran Crufts Dog Show presenter and former Blue Peter presenter, Peter Purves.
The campaign will also feature behind-the-scenes "making of" footage on the John Smith’s YouTube channel: www.youtube.com/JohnSmithsNoNonsense
Gareth Turner, senior brand manager at Heineken UK, which owns John Smiths, said: "'Dog Show' gives a nod to Britain as a dog-loving nation in a down-to-earth way that is entirely in keeping with the virtues of the brand.
"The concept of Kay’s character taking great pride when his four-legged friend displays an important animal ‘life skill’ – the collection and delivery of his daily newspaper – makes eminently watchable ‘No Nonsense’ viewing."
Mark Hunter, executive creative director at TBWA\London, said: "As the finale to the current campaign, 'Dog Show' captures the 'No Nonsense' attitude of John Smith’s perfectly. Who wouldn’t prefer a dog that could fetch their newspaper to one that could run through an 18-foot long bright orange, agility tunnel?"
Media planning and buying for the ad is through Starcom.