This was one of the quickest and easiest campaigns ever. Jack Dee was already signed up to continue the campaign which had been created by John Webster at BMP. Robert Saville and I had the idea of shooting the same ad with two different backgrounds, as a way of us continuing to ‘mess’ with the advertising. Jack role meanwhile was to remain oblivious to this, while he continued to applaud the John Smiths ‘no-nonsense’ approach.
Daniel Kleinman had just completed the latest Bond titles and a spoof documentary about Harry Enfield and Paul Whitehouse’s Smashie and Nicey. He was the perfect director for the job.
After shooting the background plates, and Jack’s green screen material, the trickiest part was persuading everyone at the agency and the brewery to hold their nerve, and not to look at anything until is was all put together some 2 months later. Robert Lindsay came in to do the the line “Don’t worry Jack, we’ll put the pub background in later”.
Jack came to our office to see the finished spots. We were hugely relieved that Jack’s real-life deadpan look, broke into a huge smile as he saw himself disappearing up a penguin’s arse.