How John Smith's Advertising Campaign Achieved its Success

How John Smith's Advertising Campaign Achieved its Success

The advertising campaign for John Smith’s beer achieved its success

using a variety of techniques. The main reason for the achievement

was the approach that the producers took. The purpose of the adverts

was evidently to encourage the public to buy John Smith’s beer.

Analysing the audience allowed them to aim their adverts to people who

would be most likely to purchase the product. Once the purpose and

audience were summarised, the content and ideas for the adverts were

produced. They supplemented the campaign’s success by using Peter

Kay, a recognisable comedian, and various storylines for each advert,

which attracted the correct audience.

Firstly, in each advert, the slogan ‘NO NONSENSE’ draws a close to the

advert. This slogan reinforces the actual message, which is that John

Smith’s beer is a ‘NO NONSENSE’ product. An example of how it is used

is in the ‘Wardrobe Monsters’ advert. The setting is in an Indian

Restaurant, where Peter Kay, his wife and friends are sitting at a

table having their meal. Again this is an every day setting, nothing

out of the ordinary. The camera is on a wide-angled shot so as we can

see all the actions. We hear a common Nokia ring tone sound and Peter

Kay answers it, close up shot of Peter Kay. After clarifying that his

‘babysitter’ is on the phone, his ‘daughter’ is displayed to say she

is having nightmares about wardrobe monsters, which Peter Kay repeats

to everyone at the table. The camera then swings round to show the

mother’s expression; she shows an ‘aww…’ look as any parent would.

However, unexpected, Peter Kay replies wit...

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... ball. Some

skilful pausing is completed before the ‘NO NONSENSE’ kick approaches

from Peter Kay’s foot, sending the ball over a terraced house’s garden

fence. Peter Kay, feeling please with himself says: “ ‘ave it!” and

the advert comes to a close with Peter Kay pushing orange pieces off a

tray and grabbing his can of John Smith’s beer. This creates humour

but also shows the versatility of John Smith’s by using a can instead

of a pint glass.

So, to conclude, this advertising campaign achieved its great success

by not outwitting its audience, but at the same time being more

interesting and comical than the programmes surrounding it. I

believe, by using all the techniques mentioned, that the John Smith’s

beer campaign has achieved this and therefore the adverts are, and

deserve to be, an award-winning success.