John Smith's - "Diving"

TBWA\London

TBWA\London London, United Kingdom

Awards

15265

Brand: John Smith's
Country: United Kingdom

Advertiser: Scottish Courage

Title	Diving
Agency	TBWA\London
Campaign	No Nonsense - John Smith's
Advertiser	Scottish Courage
Brand	John Smith's
Posted	September 2002
Business Sector	Beers, Ciders, Lagers
Story	An Olympic diving competition is taking place when a rather large, Peter Kay stuns the audience with a no nonsense cannon ball off of the high board.
Philosophy	The convention of the category was for different beers to talk to their different attributes - smooth, bitter, etc. John Smith's and TBWA\London decided to focus on its northern heritage and the 'no nonsense' attitude it represents.
Problem	John Smith's sales were in decline and affinity for the brand itself was all but eroded. John Smith's needed to re-establish itself as a King of Ales.
Result	The result was an increase of 14.7% market share, the campaign generated over £1 million worth of publicity, and became the brand leader in consolidated trade. John Smith's was also named Campaign magazine's 'Campaign of the Year' in 2002.
Media Type	Television
Length	40 seconds
Market	United Kingdom
Production Company	Spectrecom Films
Director	Daniel Kleinman
Actor / Celebrity	Peter Kay
Copywriter	Paul Silburn
Art Director	Paul Silburn
Creative Director	Trevor Beattie
Creative Director	Paul Silburn
Producer	Johnnie Frankel
Set Designer	John Robin Ebden
Agency Producer	Diane Croll
Lighting Director / Lighting	Denis Crossan
Sound Design Company	Warren Hamilton
Account Handler	Matt Shepherd-Smith
Account Handler	Vicky Jacobs
Account Handler	Ben Cyzer
Brand Manager	Sanjay Patel
Brand Director	John Botia
Account Manager	Matt Shepherd-Smith
Account Manager	Vicky Jacobs
Account Manager	Ben Cyzer
Editor	Steve Gandolfi