Heineken is kicking off a major new brand positioning this weekend for its UK beer brand John Smith's, with a quirky campaign starring seemingly average but actually extraordinary men.
The campaign, which is the first work to come from Adam & Eve/DDB, introduces the strapline "Only Ordinary By Name."
The first spot features a British dairy farmer called Keith Beasley whose special gift is the ability to train his cow to perform gymnastic dance routines.
The creative team behind the campaign was Ben Stilitz and Colin Booth. The spot was directed by Nick Gordon through Somesuch. Media is by MediaVest.
Ifeoma Dozie, the mainstream beer brand director at Heineken, said: "John Smith’s is an institution in the beer world and loved by millions of consumers.
"It’s only right that we bring this fantastic beer up to date with its own refreshed identity and the Only Ordinary By Name campaign really achieves this.
"The fully integrated strategy has been designed to build on an evolving brand story that places the consumer at the heart, whilst reinventing John Smith’s for today’s market, but ensuring we do not dismiss our heritage and brewing credentials."
Adam & Eve/DDB picked up the John Smith’s account last year.
This article first appeared on campaignlive.co.uk.