New campaign for John Smith's

Peter Kay is to make a surprise return as the face of John Smith’s beer.

The teetotal comedian has recorded a new series of adverts for the bitter, which will go out from May 3.

And yesterday he handed over the winner's trophy at the John Smith's Grand National at Aintree, as part of his deal with the brewer.

Kay’s first association with the beer ran from 2002 to 2005, with slogans such as ‘Ave it!’ and ‘Top Bombing’ helping make him a household name – and swelling his bank balance.

Senior brand manager Gareth Turner said the No Nonsense campaign had been one of the most popular advertising campaigns in the world.

He said: ‘They won international awards and genuine affection in the hearts and minds of the nation.

‘We’re living through some of the toughest times that anyone can remember and there’s never been a better time to champion a return to the values of no nonsense, straight-talking and we know Peter Kay is the perfect man for the job.’

Kay, who is just about to embark on his first stand-up tour in seven years, said: ‘I’m absolutely delighted to be returning to the John Smith's ads.’

Here is one of his original ads:

Published: 11 Apr 2010