Scottish Courage is launching a new advertising campaign for John Smith’s, replacing comic Jack Dee with a cardboard cut-out.
The new character – called “No Nonsense Man” – is designed to continue the existing “no nonsense” proposition attached to the brand. He will be introduced in a 40-second TV ad on September 16, part of a new 10m push through TBWA GGT Simons Palmer.
TBWA creative director Trevor Beattie says: “The three dimensional celebrity is a thing of the past. The future belongs to No Nonsense Man. He’s flat, he’s fun, he’s ours and he says more about John Smith’s than a Winnebago full of old-fashioned 3D celebs ever could.”
Dee was dropped by Scottish Courage last year after the two parties were unable to agree a new contract. The new character will also be used extensively in below-the-line advertising, which Dee’s contract prohibited.