Kay to front £20m beer campaign

Peter Kay is to front a £20million advertising campaign for John Smith's bitter.

The star of Phoenix Nights is following in the footsteps of Jack Dee, who became a household name thanks to the campaign that ended four years ago.

At the time the brewer said its brand was so well-known it no longer needed a celebrity to endorse it - and replaced Dee with a cardboard cut-out.

The first new ad - which can be seen on MediaGuardian.co.uk - revolves around a group of amateur footballers practising 'keepy-uppy' in the park.

When the ball reaches Kay, he wellies it into a garden. He then ops for a half-time beer rather than the traditonal oranges.

In another ad, he reassures his young daughter who cannot sleep for fear of the 'wardrobe monsters'. He tells her there's no such thing but what she should really worry about are burglars breaking in.

Scottish Courage branding director John Botia said: "Research shows that John Smith's enduring association with a no nonsense attitude plays a big part in its appeal to consumers and everything about Peter's character reflects this."

Published: 8 May 2002