John Smith's replaces cardboard No Nonsense Man with comedian

John Smith's has retired the cardboard cut-out No Nonsense Man, replacing him with comedian Peter Kay in a new ad series launching this week.

The new campaign shows Kay dramatising the virtues of the No Nonsense approach to life.

The first of four ads debuts during the Champions League Final on May 15. With an appropriate football theme, it features a group of young footballers earnestly practising their keepie-uppie skills, until Kay whacks the ball into a neighbouring garden. The ad closes with the No Nonsense hero opting for a can of John Smiths rather than the traditional half-time orange.

Another ad features Kay determined to persuade his mother to move into an old folks' home - despite her protestation that she's only 55 - so he can put a snooker table into her bedroom.

John Botia, brands director at Scottish Courage, said: "Research shows that John Smith's enduring association with 'No Nonsense-ness' plays a big part in its appeal to consumers and everything about Peter's character shouts this quality."