John Smith's: Year One

Picture the scene. Jack Dee and John Smith's have parted company due to acrimonious negotiations. They've commissioned a new sewriers of ads starring the cardboard cut-out No Nonsense Man as their new brand hero.

Except no one's heard of him.

This campaign introduces the visual aspect of John Smith's No Nonsense Man, playing on the values of the drink to define his character. Rather than creating a series of promotions and competitions as the client initially requested, we recommended they spend the money on just the advertising instead.

It worked. Sales increased dramatcally where these posters, cardboard men and other items were placed. As a result John Smith's saw their sales rise while the bitter market declined.

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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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