| Título | Diving |
| Agencia | TBWA\London |
| Campaña | No Nonsense - John Smith's |
| Anunciante | Scottish Courage |
| Marca | John Smith's |
| Posted | Septiembre 2002 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Sinopsis | 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. |
| Filosofía | 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. |
| Problema | 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. |
| Resultado | 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. |
| Medio | Televisión |
| Duración | |
| Mercado | Reino Unido |
| Productora | Spectrecom Films |
| Realizador | Daniel Kleinman |
| Actor /Celebridad | Peter Kay |
| Responsable de conceptos / redactor | Paul Silburn |
| Director artístico | Paul Silburn |
| Director creativo | Trevor Beattie |
| Director creativo | Paul Silburn |
| Productor | Johnnie Frankel |
| Decorador | John Robin Ebden |
| Productor de la agencia | Diane Croll |
| Jefe de iluminación | Denis Crossan |
| Empresa de creación sonora | 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 cuentas de agencia | Matt Shepherd-Smith |
| Responsable de cuentas de agencia | Vicky Jacobs |
| Responsable de cuentas de agencia | Ben Cyzer |
| Montador | Steve Gandolfi |