John Smith's | Content | Experiential
Pantomime football villain turned respected TV pundit Robbie Savage has always been able to successfully marry traditional masculine norms with more fashion-conscious sensibilities – epitomised by his no-nonsense playing style on the pitch alongside a staunch dedication to personal grooming.
But in a new campaign we developed for John Smith’s Golden Ale, Savage brought these two traits together in the most astounding of ways yet: by being sprayed from head-to-toe in gold as he opened the John Smith’s Golden Tanning Pub.
The Golden Tanning Pub fused elements of a traditional free house with a tanning salon (naturally) – serving light and refreshing John Smith’s Golden Ale alongside glittering golden spray tans all under one entirely gilded roof. The idea supported the new advertising campaign for John Smith’s Golden Ale, dubbed ‘Golden Ale For The Modern Male’.
Golden coverage for Robbie’s turn as a Midas-hued bartender was bagged in Daily Star (DPS no less), New Day, Metro, Mirror.co.uk, Sun online, Daily Star online, Mail Online and ITN, which syndicated our video to sports and news press all over the country.
Following up the coverage wins was a hugely successful experiential event, with hundreds of John Smith’s fans descending on the Golden Tanning Pub to enjoy a pint and get an all-over golden tan.