John Smith’s ‘Dog Show’ advert

Agency: TBWA\ London

Client: John Smith’s

Comedy giant Peter Kay returns to TV screens with the latest execution in the John Smith’s No Nonsense ad campaign.

The new commercial, created by TBWA\ London, sees the UK’s biggest-selling ale apply its No Nonsense take on life to man’s best friend.

In ‘Dog Show’, the actor and comedian reveals his previously unknown dog handling skills as his beloved Jack Russell terrier, Tonto, wows the Crufts-style crowd with an unerring show of speed, obedience and agility.

Following a series of inch-perfect displays from the usual menagerie of meticulously groomed pedigree dogs, it is, at last, Tonto’s turn to shine.

The dog waits patiently at his master’s feet for his first command at which he races at lightning speed straight across and out of the arena.

Moments later he returns at with his master’s newspaper clenched firmly in his mouth to tumultuous applause from the spectators.

The 30-second ad was filmed at Wembley Arena and authenticity and atmosphere is provided in the distinctive voiceover from veteran Crufts Dog Show presenter Peter Purves.  

‘Dog Show’, the third in a series of ads from John Smith’s which feature Kay reprising his role as the eponymous straight-talking character John Smith, follows earlier acclaimed executions in the new campaign, ‘Diner’ and ‘Antiques’.

The campaign will also feature behind the scenes ‘making of’ footage on the John smith’s YouTube channel: youtube.com/JohnSmithsNoNonsense

“Dog Show gives a nod to Britain as a dog-loving nation in a down-to-earth way that is entirely in keeping with the virtues of the brand,” said Gareth Turner, Senior Brand Manager – John Smith’s at brand owner Heineken UK.