Optimism is proving contagious in Scotland. And it’s something rarely seen there in the run-up to international football tournaments. IRN-BRU proposes that there’s just one cure – grab an IRN-BRU and get to Germany. Leith Creative Agency has wrapped IRN-BRU in football excitement in the first of a series of three patriotic comedy commercials, featuring Scottish comedian and actor, Sanjeev Kohli.

Though many previous major tournaments have remained tantalisingly out of reach or ended too early, optimism is high this time following brilliant performances in the qualification process. IRN-BRU’s #WECAN campaign gets behind the hype and rallies a younger generation to unite behind the Tartan Army.

All three commercials were directed by actor, writer and comedian, Seb Cardinal, for Leith’s in-house studio. The next two are scheduled for May 24 and June 1, as the tournament progresses. The campaign also includes a series of 48-sheet OOH, socials and #WECAN-branded cans available across the UK. The campaign also includes a series of digital 6-sheets, 48-sheets, 96-sheets, large format digital sites, socials and #WECAN-branded cans available across the UK. The tongue-in-cheek creative work will be distributed across multiple video channels and platforms – including TV, BVOD, social and cinema – making the spread of optimism unmissable.

Kenny Nicholson, Head of Brand at AG Barr, stated, “We’re delighted to be able to share our new campaign which captures the optimism and excitement around Scotland’s participation in Germany. Having qualified with two games to spare, IRN-BRU is with the Tartan Army all the way, as we look to bring fans together to join us and believe.”

Jim Swan, senior art director at Leith, added, “Optimism may have been in short supply in the past and we’ve all felt the disappointment of past tournaments, but this time maybe…just maybe it’s time to believe we can. Our new IRN-BRU campaign captures what it means to be a Scotland fan and is just what the doctor ordered! Come on Scotland.”

Planning and buying have been handled by the7stars media agency, with consumer PR handled by John Doe.

Credits:

Client: AG Barr (IRN-BRU)
Head of Brand, IRN-BRU: Kenny Nicholson 
Senior Brand Manager, IRN-BRU: Grant Cuthill

Creative Agency: Leith
Production Company: Leith
Director: Seb Cardinal

Copywriter: Sam Muir  
Art Director: Jim Swan Beth Lauder
Senior Account Manager: Philippa Oliver 
Senior Strategist: Tom Kelly 
Strategy Director (Social Specialist) Amber Hooker
Senior Producer: Simon Burford
Account Director: Andrew McLean 
Producers: Jennie Robson & Steve Milne
Lead Content Creator: Jonathan Shepherd
Senior Editor: Kyle Gaffney
Editor:  AG Barr
Media Planning & Buying: the7stars
PR: John Doe

Senior Producer: Amber Hooker @ Leith Studios
Producers: Andy McLean & Jennie Robson @ Leith Studios
1st AD: Ewan Stewart
Runners: Cameron Cobb & Benjamin Falconer
DOP Will Hanke
Editors: Jonny Shepherd & Kyle Gaffney @ Leith Studios
Grade Lewis: Crossfield @ Coffee&TV
Sound Design & Mix: Finiflex
Special thanks to Fraser Hunter, Kat Jordan & Grant Byrne for additional production support.