Irn-Bru’s World Cup ad – essentially an ad pretending to be a music video promoting a fictional football anthem based on the brand’s “Made in Scotland from girders” line – has won the traditipnal four-yearly scrabble to capture hearts and wallets with the trade body Thinkbox’s award for TV advertising creativity for May/June.
A celebration of the Tartan Army’s first World Cup adventure in 28 years, the ad came complete with giant deep fried hot dogs, aggressive immigration agenct, “1/8 Scottish” Americans and, err, a breakdancing Susan Boyle belting out her verse from atop the Forth Bridge.
The film was conceived and created by Lucky Generals and directed by Grandmas through Academy.
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The storyline derives much of its humour from imagining fans preparing for and navigating travel in the Americas in the face of brutal late nights, eye-watering costs, impossible journeys and their team playing in a “group of death” containing global heavyweights Brazil and Morocco.
“The brief was to celebrate Scotland qualifying in a uniquely Irn-Bru way,” said Irn-Bru brand director Kenny Nicholson.
“Rather than focusing on the football itself, we wanted to lift the spirits of the fans, the Tartan Army, by tapping into our brand platform of inner strength, humour and maverick bravery.”
“Television is still one of the best ways to build the Irn-Bru brand as it gives us the opportunity to tell stories that make people laugh, create an emotional connection and become part of culture. For a moment like this summer of sport, it also gives us the scale to bring fans together and celebrate alongside them in a way only Irn-Bru can.”
Creating a World Cup anthem was the foundational idea, according to Lucky Generals creative director Danny Hunt, with the “Made in Scotland from girders” line, which was brought out of retirement by the brand for another award-winning campaign last year, central:
“[The line] is anthemic, it’s knowing and it’s a brand asset, making using it in this way one of the job’s easiest decisions,” he explained.
Second in the May/June Thinkboxes was “Nobody does football better than us” by BBH London for Paddy Power. “Let’s get absolutely buttered” by Havas London for Anchor was third.
Image: Irn-Bru/YouTube
