Actor, writer and comedian Peter Kay reprised his role as John Smith's No Nonsense man for the first time in five years.

Kay, who was the star of John Smith's hugely-successful No Nonsense TV ad campaign from 2002 to 2005, is back to bring a smile to the face of Britain in the first of three new ads.

John Smith's, Britain's best-selling ale brand, has created three new scenarios featuring Kay at the helm, with the first Diner, re-uniting the Bolton funnyman with his TV "wife" on a pleasant evening out with friends – until his plain-speaking honesty brings a playful conversation about his "dream date" to an amusing and unexpected conclusion.

Advertising Agency: TBWA\London, UK
Director: Danny Kleinman

Prod Comp:  Rattling Stick

Creative Director:  Al Young

Creative Teams:  Gabriel Miller & Marcello Marcinkowski, Craig Ainsley &
Fernando Perottoni

Producer:  Jason Ayers

Planner:  David Fryman

Acc Hand:  Simon Alexander

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Good, because it has always lived here.

Advertising Agency: Cayenne, Milan, Italy
Creative Directors: Giandomenico Puglisi, Stefano Tumiatti
Art Director: Livio Gerosa
Copywriter: Caterina Calabrò
Director: Adam Hashemi
Production Company: Kite Film
Executive Producer: Barbara Aperio Bella
Post Production Company: Rumble Fish
Published: May 2010

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Rigorously selected ingredients

Advertising Agency: Tif Comunicação, Curitiba, Brazil
Creative Directors: Fhabyo Matesick, Thiago Biazetto
Art Director: Ivaldo Ferreira
Copywriter: Rafael Coradine
Photographer: Robert Kneschke
Published: January 2010

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Advertising Agency: Draftfcb, USA
Group CD: Chuck Rudnick
Art Director: Gordon Sang
Copywriter: Brian Siedband
Agency EP: Rob Farber
Prod Company: Tool of North America
Director: Erich Joiner
DP: Bob Richardson
Tool EP: Brian Latt
Tool EP Digital: Dustin Callif
Tool Line Producer: Joby Ochnser
Editorial: Spotwelders
Editors: Dick Gordon, Dan Maloney
Telecine: Michael Masur
Post/Effects: Filmworkers
Lead VFX/Inferno Artist: Rob Churhull
Music: Emoto Music
Sound Design: CRC
Sound Designer: Mark Ruff
Audio Post Company: CRC
Audio Post Mixer: Mark Ruff

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Advertising Agency: Draftfcb, USA
Group CD: Chuck Rudnick
Art Director: Gordon Sang
Copywriter: Brian Siedband
Agency EP: Rob Farber
Prod Company: Tool of North America
Director: Erich Joiner
DP: Bob Richardson
Tool EP: Brian Latt
Tool EP Digital: Dustin Callif
Tool Line Producer: Joby Ochnser
Editorial: Spotwelders
Editors: Dick Gordon, Dan Maloney
Telecine: Michael Masur
Post/Effects: Filmworkers
Lead VFX/Inferno Artist: Rob Churhull
Music: Emoto Music
Sound Design: CRC
Sound Designer: Mark Ruff
Audio Post Company: CRC
Audio Post Mixer: Mark Ruff

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Advertising Agency: TBWA\NEBOKO, Netherlands

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There's nothing more satisfying than Effen on a plane.

Advertising Agency: Euro RSCG, Chicago, USA
Creative Director: Blake Ebel
Art Directors: Amanda Butts, Rei Young, Blake Ebel
Copywriter: Elyse Maguire
Photographer: Tony D'Orio
Retoucher: Scott Giannini
Published: April 2010

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Everyone enjoys Effen in the penthouse.

Advertising Agency: Euro RSCG, Chicago, USA
Creative Director: Blake Ebel
Art Directors: Amanda Butts, Rei Young, Blake Ebel
Copywriter: Elyse Maguire
Photographer: Tony D'Orio
Retoucher: Scott Giannini
Published: April 2010

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Nothing warms me up like Effen by the fire.

Advertising Agency: Euro RSCG, Chicago, USA
Creative Director: Blake Ebel
Art Directors: Amanda Butts, Rei Young, Blake Ebel
Copywriter: Elyse Maguire
Photographer: Tony D'Orio
Retoucher: Scott Giannini
Published: April 2010

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Electric Art’s Creative Director, Bruce Bigelow, said the creative team at Draftfcb Chicago approached them with a real technical challenge - to create a mountain range in 3D “that was so beautiful it felt like one of those days on the slopes that's crisp and cold, and the powder is 6' deep, but you could ski in a T-shirt". The most technically challenging part was that the range needed to have the ability to be "shot" from a variety of different angles. We started by sketching "hero" shapes in pencil for approval, then sculpting in high detail in 3D. The scene was painstakingly lit and snow materials made, then rendered at extreme hi-res. An enormous amount of detail, atmosphere and sky was then added in retouching to the already detailed 3d canvas using some techniques that were developed on the job. It was a brave decision by Coors and Draftfcb to try an unproved method and they were rewarded with great images that were well above the benchmark.”

Advertising Agency: Draftfcb Chicago, USA
SVP, Creative Director: Julio Desir
SVP, Creative Director: Howie Ronay
Senior Art Director: Rich Romero
Art Buyer: Lisa Bellis
Print Producer: Ami Walters
Account Director: Ben Feeney

Production: Electric Art
Creative Director: Bruce Bigelow
Producers: Tania Jaroudy, Yvonne Moxham
3D Artists: Rhys White, Damian Kozma, Rachael Dunk
Senior Retoucher: Innes Robins

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