Peter Kay returns as face of UK best-selling ale

Grand National sponsor and the UK’s best-selling ale John Smith’s has brought back actor and comedian Peter Kay to star in the beer’s advertising.

Kay, who starred in the John Smith’s No Nonsense TV ad campaign from 2002 to 2005, renewed his partnership with the brand on Saturday when he presented the winner’s trophy at this year’s Grand National.
 
“Peter’s return to John Smith’s advertising coincides with our research that suggests the Great British public is tired of the economic recession, fat cat bankers, MP’s expense scandals and windbag politicians – and is yearning for the return to the plain-speaking, No Nonsense approach to life that Peter portrayed in previous John Smith’s commercials,” commented Gareth Turner, senior brand manager at Heineken UK, the brand owner of John Smith’s.
 
“We’re confident that today’s announcement that John Smith’s and Peter Kay will be bringing No Nonsense back to Britain in a new ad campaign from May will delight the thousands of people who have clamoured for the comic’s return.“
 
Two of the most popular ads last time 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.  
 
The upcoming TV campaign will feature a new set of every day scenarios centring on Kay’s No Nonsense, matter-of-fact humour. The first ad is set to break during the week commencing 3 May.

Patrick Schmitt, 14.04.10