John Smith's: Year Three

After keeping the first two campaigns in rotation, John Smith's had an innovation in the draught flow- making John Smith's even smoother than ever before.

We tackled this by bringing up the drink as the "hero" but keeping the No Nonsense Man hanging around. Again parodying traditional marketing speak, John Smith's, the extra "smooth" was treated as an ingedient and presented as such.

This was backed up by a new "floating widget" that gave the same effect in cans. I quickly nicknamed it "Bob". It stuck.

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This is a creative portfolio for advertising copywriter Rich Johnston.

You can call him on 0780 1350982 or at twisting@hotmail.com

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