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 | |
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 |