Comedy giant Peter Kay returns to TV screens on Friday (September 17) with the latest execution in the John Smith's No Nonsense ad campaign. The new commercial, created by TBWA\ London and directed by Danny Kleinman, sees the UK's biggest-selling ale apply its No Nonsense take on life to man's best friend. In Dog Show, the actor and comedian reveals his previously unknown dog handling skills as his beloved Jack Russell terrier, Tonto, wows the Crufts-style crowd with an unerring show of speed, obedience and agility. Following a series of inch-perfect displays from the usual menagerie of meticulously groomed pedigree dogs, it is, at last, 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 tumultuous applause from the spectators. The 30 second ad was filmed at Wembley Arena and authenticity and atmosphere is provided in the distinctive voiceover from veteran Crufts Dog Show presenter Peter Purves. Dog Show, the third in a series of ads from John Smith's which feature Kay reprising his role as the eponymous straight-talking character John Smith, follows earlier acclaimed executions in the new campaign, Diner and Antiques. Breaking this Friday 17th September, 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 '" John Smith's at brand owner Heineken UK, 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, commented: '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? Peter has once again delivered a very funny and very down to earth performance which totally embodies the essence of the brand.'
Project: John Smith's Dog Show Clients: Mark Given, Brands Director & Gareth Turner, Senior Brand Manager Brief: Return of No Nonsense Copywriter: Martin McAllister Art Director: Theo Bayani Deputy Executive Creative Director: Al Young Executive Creative Director: Mark Hunter Agency TV Producer: Jason Ayers Production Director: Daniel Kleinman Production Company: Rattling Stick