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.