Kay, who starred in the John Smith’s ’No Nonsense’ TV ad campaign from 2002 to 2005 renewed his partnership with John Smith’s this weekend, presenting the winner’s trophy at the Grand National at Aintree – sponsored by John Smith’s.
Created by John Smith’s ad agency TBWA London, the TV campaign features a fresh set of every day scenarios centring on the ’no nonsense’ theme. The first ad is set to break around 3 May.
Two of the most popular ads last time round were ’Ball Skills’ – where a ’keepie uppie’ football session saw Kay utter the immortal phrase “’Ave it” – and ’Top Bombing’, which showed the comedian ’bombing’ into a pool from the top board while representing Great Britain in an international diving competition.
Gareth Turner, senior brand manager at Heineken UK, the brand owner of John Smith’s says Kay’s return coincides with the company’s research that suggests the public is “tired of the economic recession, fat cat bankers, MP’s expense scandals and windbag politicians”.
“People are yearning for the return to the plain-speaking, no nonsense approach to life,” he adds.