| Заголовок | Diving |
| Агентство | TBWA\London |
| Кампания | No Nonsense - John Smith's |
| Рекламодатель | Scottish Courage |
| Бренд | John Smith's |
| Posted | Сентябрь 2002 |
| Бизнес сектор | Пиво, сидр, лагерное пиво |
| История | An Olympic diving competition is taking place when a rather large, Peter Kay stuns the audience with a no nonsense cannon ball off of the high board. |
| философия | The convention of the category was for different beers to talk to their different attributes - smooth, bitter, etc. John Smith's and TBWA\London decided to focus on its northern heritage and the 'no nonsense' attitude it represents. |
| Проблема | John Smith's sales were in decline and affinity for the brand itself was all but eroded. John Smith's needed to re-establish itself as a King of Ales. |
| Результат | The result was an increase of 14.7% market share, the campaign generated over £1 million worth of publicity, and became the brand leader in consolidated trade. John Smith's was also named Campaign magazine's 'Campaign of the Year' in 2002. |
| Тип медиа | Телевидение |
| Длина | |
| Рынок | United Kingdom |
| Продакшн Студия | Spectrecom Films |
| Директор | Daniel Kleinman |
| Актер / Знаменитость | Peter Kay |
| Копирайтер | Paul Silburn |
| Арт-директор | Paul Silburn |
| Креативный директор | Trevor Beattie |
| Креативный директор | Paul Silburn |
| Продюсер | Johnnie Frankel |
| Сценограф | John Robin Ebden |
| Продюсер агентства | Diane Croll |
| Директор по освещению / Освещение | Denis Crossan |
| Звуковой дизайн компании | Warren Hamilton |
| Account Handler | Matt Shepherd-Smith |
| Account Handler | Vicky Jacobs |
| Account Handler | Ben Cyzer |
| Brand Manager | Sanjay Patel |
| Brand Director | John Botia |
| Специалист по работе с заказчиками | Matt Shepherd-Smith |
| Специалист по работе с заказчиками | Vicky Jacobs |
| Специалист по работе с заказчиками | Ben Cyzer |
| Редактор | Steve Gandolfi |