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John Smiths advertising campaign. Due to a sudden fall in beer sales in a highly competitive market, John Smiths needed the help of well known celebrity to portray a comical and working class character for their beer. They recruited Peter Kay, to launch a new campaign to boost customer rates. Humour seems to be the success of these adverts as Peter Kay is a well-known comedian and the stereotypical beer drinking, common man with a working class sense of humour that works with the company's slogan "no nonsense". It's obvious that the target audience is the working class. John smiths try to catch the attention of younger drinkers because they are known to try different things more than older drinkers and beer companies rely on brand loyalty. Peter Kay gives off a warm cheery feeling and his humour is a reflection on the stereotypical working class life. Because of this...

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