The Peter Kay effect - Kay goes back to basics with some good old fashioned gags!

Friday, 17 September 2010

Well all we can say is it's nice to see some good old fashioned comedy back in our ads. Well not our ads, just ads in general.

After a 5 year break Peter Kay is back on our screens as the star, and writer, of the John Smiths 'No Nonsense' ads. It's to be expected - he hasn't had a DVD out for a while so I guess he needs the cash, but whatever his motivation we're glad he's doing it.

Since the crash of the recent recession, brands have needed to talk to their consumers in a different way. When times of austerity kick in (or threaten to) brands need to respond in kind, and it's times like this we see a reversion to core brand values and, in some cases, well placed simplicity.

There becomes less space for the big brand ads - the effects laden showpieces that don't leave room for the consumer, and instead are just consumed by the big idea. John Smiths 'No Nonsense' ads are the antithesis of this. The consumer and the brand are featured as one entity (both personified in the down to earth Kay), and every drop of value is extracted through the genuinely funny ideas and scripts.

Part sketch, part ad, all funny, this is great brand building at just the right moment.

'Lovely stuff.'