A Glasgow pub. The hum before the roar. Rory McCann begins to speak, and the room around him rolls back through the years, lifting from 1998 to today in one rising sweep of memory, heartbreak and belief.

Time to Dream is a rousing film starring Game of Thrones’ Rory McCann that marks the men’s team’s long‑awaited moment of return to the World Cup after 28years. It’s also the latest chapter in Tennent’s long‑running support of Scottish football and the heart of the brand’s activity this summer.

Beyond the hero film, Leith has created a full suite of assets, including a 30-second TV cut, scenario-planned edits, nationwide OOH, airport executions for travelling fans, social content marking the squad’s departure and reactive work for key moments. The campaign also introduces a limited-edition retro shirt, that appears in the final shot and will be available through the Tennent’s website.

The campaign was built from a challenge. Scotland is finally back after 28 years, and Tennent’s needed to capture a moment that means more than celebration. The strategy began with the playoff win against Denmark, a night that reignited belief across the country, and shaped a campaign that reflects the lived experience of supporters who’ve carried hope through false starts, heartbreaks and near misses. Rather than manufacture optimism, the work honours the emotional truth of a generation that has waited nearly three decades.

Tennent’s is already part of the viewing ritual for most supporters, so the campaign is designed to meet fans exactly where they will be – in pubs, living rooms and late-night gatherings across the country.

The hero film launches today across cinema, VOD and social, with linear TV following from 1 June, and will run throughout the tournament.

Hazel Alexander, senior brand manager for Tennent’s, stated, “Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. Time to Dream is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer.”

Aimee Wood, account director at Leith, added, “Our starting point was simple: this moment deserved more than a celebration. It needed to feel lived‑in and emotionally true. We built a campaign that meets fans where they actually are – in pubs, living rooms and late‑night gatherings – and captures the belief that’s carried us to this summer.”

Credits:

Creative Agency: Leith
Director: Eugen Merher
DOP: Jack Hamilton
Creative: Sam Muir and Jim Swan
Executive Creative Director: Troy Farnworth
Account Director: Aimee Wood
Account Manager: Georgina Brown
Line Producer: Emma Pais
Agency Senior Producer: Fraser Hunter
Senior Strategist: Philippa Oliver
Leith Studios: Jonny Shepherd