Uncommon is making sure that Brewdog’s alcohol-free beer, Punk AF, is noticed in the UK. The billboards read Sober as a Motherfu in large type, with the “u” spilling over the right-hand edge.
Yes, the ad has received complaints. Both client and agency would have known that would happen.
“We have received 14 complaints where complainants challenged whether the ad was likely to cause serious or widespread offence,” a spokeswoman for the Advertising Standards Authority stated.
“Ten complainants also challenged whether the ad was inappropriate for display in a medium where it could be seen by children. We are currently investigating and will publish our decision in due course.”
It’s not in the style of either of them to fret about that. Their work is all about attention.
Here is Uncommon’s earlier work for Brewdog.
You might at this point note that the name of the beer, Punk AF, is also likely to enrage some people.
The haters are also helping to spread the campaign across Twitter. The campaign is running in out-of-home across the UK and in-bar branding across a select number of BrewDog’s bars.
Uncommon began working with Brewdog in May after the brand had a falling out with its former agency of nine years, Manifest, over the launch of the alcohol-free beer. The ex-agency claimed that it has pitched the Punk AF brand to Brewdog and was told the idea had been rejected.