Thinkbox
Irn-Bru’s World Cup-themed commercial – a TV ad disguised as a music video promoting a football anthem based on the brand’s “Made in Scotland from girders” line – has won the May/June Thinkboxes award for TV advertising creativity.
A joyous celebration of the resilience and maverick humour of Scotland’s football fans, the film, conceived and created by Lucky Generals and directed by Grandmas through Academy, puts Scottish celebrities centre stage alongside members of the Tartan Army.
The storyline derives much 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 containing global heavyweights.
Other highlights include Susan Boyle singing atop the Forth Bridge before dropping back down to earth for some impressive breakdancing moves (with a little help from a stunt double).
“The brief was to celebrate Scotland qualifying in a uniquely Irn-Bru way,” says 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.”
And building this with TV was a no-brainer. “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,” Nicholson adds.
“For a moment like this summer of sport, it also gives us the scale to bring fans together."
Read the full article on Campaign.
Irn-Bru: “We’re made in Scotland from girders”
- Agency: Lucky Generals
- Creative team: Shelley Smoler, Danny Hunt, Flo Russell, Alex Robson
- Client: Kenny Nicholson, brand director
- Production company: Academy Films
- Director: Grandmas
Paddy Power: “Nobody does football better than us”
- Agency: BBH London
- Creative team: Felipe Serradourada Guimarães, Ed Ryder, Joe Craig
- Client: Leah Spears, marketing director
- Production company: Anonymous Content
- Director: Max Barden
Anchor: “Let’s get absolutely buttered”
- Agency: Havas London
- Creative team: Johnny Durgan, James Rooke, Ben Brazier, Johnny Ruthven
- Client: Catriona Mantle, marketing director
- Production company: MindsEye
- Director: Andrew Gaynord
Peperami: “Be bold. Be meaty”
- Agency: Fearless Union
- Creative team: Mark Campion, Eddie Fisher
- Client: Karina Carrico, head of marketing
- Production company: Arts & Sciences
- Director: Chris Balmond
McCain: “The ‘dad joke effect’”
- Agency: Adam & Eve\TBWA
- Creative team: Ben Tollett, Jessica Morris, Helen Balls
- Client: Laura Koscik, director, marketing
- Production company: MindsEye
- Director: Jim Archer