IRN-BRU girders its loins for Scotland's World Cup challenge
The nation’s favourite fizzy drink resurrects its 80s Made In Scotland From Girders song in a rousing and enjoyably ridiculous campaign from Lucky Generals and GRANDMAS.
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Credits
View on- Agency Lucky Generals/London
- Production Company Academy
- Director GRANDMAS
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Credits
View on- Agency Lucky Generals/London
- Production Company Academy
- Director GRANDMAS
- Editing tenthree
- Post Production/Color Selected Works
- Sound 750mph
- Creative Director Danny Hunt
- Producer Kishan Patel
- DP David Procter
- Editor David Whittaker
- Colorist Nielsan Bohl
- Talent Susan Boyle
- Talent John McGinn
- Talent Alex Kapranos
- Talent Paul Black
- Talent May Miller
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Lucky Generals/London
- Production Company Academy
- Director GRANDMAS
- Editing tenthree
- Post Production/Color Selected Works
- Sound 750mph
- Creative Director Danny Hunt
- Producer Kishan Patel
- DP David Procter
- Editor David Whittaker
- Colorist Nielsan Bohl
- Talent Susan Boyle
- Talent John McGinn
- Talent Alex Kapranos
- Talent Paul Black
- Talent May Miller
It's always been a bold move for fizzy drink brand IRN-BRU to claim that its primary ingredient is the actual metalwork from its name, but in its new campaign looking towards the World Cup, the strength of the allegory can't be ignored.
Bringing back the iconic Made In Scotland From Girders song from the 1980s commercials, Lucky Generals' latest work celebrates the Scottish national team's first World Cup in 28 years with a rousing ditty that details the culture shocks, wallet assaults and low expectations that the Tartan Army face.
Central to the wit is the combination of hilarious cameos - from Franz Ferdinand frontman Alex Kapranos to showtune sensation Susan Boyle - and brilliant copywriting, with choice lyrics like “We may not be the pundits’ favourites to win, but what we lack in flair is made up with McGinn” showing that a combination of comic minds and extensive research on tone pays dividends.
The hero tune is backed up by a superbly funny spot/music video, directed by GRANDMAS through Academy Films, that leans into locations demonstrating the breadth of Scottish identity - from chip shops to the Highlands - while maintaining a careful balance between spoof and sincerity.
Beyond the hero film, the campaign has been rolled out like a genuine music release, with teaser activity, Spotify and vinyl launches, airport OOH aimed at departing fans, reactive social content and behind-the-scenes material featuring both the celebrity cast and real supporters. Planned by the7stars, the wider push also includes influencer and meme-led executions designed to seed the anthem into Scottish fan culture ahead of the tournament, ensuring the track can be heard from Glasgow pubs to Miami beaches.
Kenny Nicholson, Head of Brand at IRN-BRU, said: “Scotland fans are unlike any other supporters in the world. This campaign is a celebration of the humour, resilience and maverick bravery that makes the Tartan Army so special. No matter what this summer throws at us, we’ll face it together — because we’re all Made in Scotland from Girders.”
Danny Hunt at Lucky Generals added: “After 28 years the Tartan Army is about to show the world what’s under their kilt, and we thought they’d need an anthem to match.”
