Hilarious John Smith's spot celebrates the not-so-ordinary bloke

Whether or not you loved or hated that John Lewis Christmas ad with the sweet little penguin, there’s no denying that it got people talking. From the same agency – Adam&Eve/DDB – is an ad that’s made us laugh, smile and “awww” til the metaphorical cows come home, in the shape of this spot for John Smith’s. In it, we meet dairy farmer Keith Beasley, who turns out to use his muddy daily existence as a springboard for something rather more graceful. The Channel 4 documentary-style voiceover and the casting are spot on, with brilliant direction from creative studio Somesuch. We won’t spoil the surprise, just watch it. You won’t be disappointed.