| Titre | Diving |
| Agence | TBWA\London |
| Campagne | No Nonsense - John Smith's |
| Annonceur | Scottish Courage |
| Marque | John Smith's |
| Mise en ligne | Septembre 2002 |
| Secteur d'activité | Bières, cidres |
| Synopsis | 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. |
| Philosophie | 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. |
| Problème | 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. |
| Résultat | 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. |
| Type de média | Télévision |
| Longueur | |
| Marché | Royaume-Uni |
| Maison de production | Spectrecom Films |
| Réalisateur | Daniel Kleinman |
| Acteur / vedette | Peter Kay |
| Concepteur / rédacteur | Paul Silburn |
| Directeur artistique | Paul Silburn |
| Directeur de création | Trevor Beattie |
| Directeur de création | Paul Silburn |
| Producteur | Johnnie Frankel |
| Décorateur | John Robin Ebden |
| Producteur, agence | Diane Croll |
| Chef éclairagiste | Denis Crossan |
| Sociéte de création sonore | Warren Hamilton |
| Account Handler | Matt Shepherd-Smith |
| Account Handler | Vicky Jacobs |
| Account Handler | Ben Cyzer |
| Brand Manager | Sanjay Patel |
| Brand Director | John Botia |
| Responsable de budget agence | Matt Shepherd-Smith |
| Responsable de budget agence | Vicky Jacobs |
| Responsable de budget agence | Ben Cyzer |
| Monteur | Steve Gandolfi |