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John Smith's return to TV advertising introduces a new strapline but does not stray too far from the beer's roots.

The new brand positioning is "Only ordinary by name" and the first spot follows an out-of-shape farmer who is also a devoted rhythmic gymnast. Adam & Eve/DDB created the campaign, which, like the Peter Kay-fronted ads before it, relies on an everyman protagonist for laughs. But, this time, the humour is less laddish and a little quirkier. The work was created by Ben Stilitz and Colin Booth, and directed by Nick Gordon through Somesuch. Post-production was handled by MPC, while audio post-production was by Factory Studios.