Scottish soft drink brand Irn Bru has once again showcased its knack for humour and national pride with a hilarious new advert released just in time for the Euros. The ad features a kilt-wearing Scottish fan making colourful jokes about the German term ‘Mannschaft’, highlighting the potential for linguistic confusion with a cheeky twist.
Insight: National Pride and Friendly Rivalry
The advert taps into the deep-seated national pride of Scottish football fans, known for their passionate support of the Tartan Army. By playfully poking fun at the German term for ‘football team’—’Mannschaft’—the campaign cleverly blends cultural references and humour, fostering a sense of camaraderie and rivalry ahead of the tournament. The use of innuendo and playful banter reflects a light-hearted approach that resonates well with Irn Bru’s target audience.
Strategy: Leveraging Cultural Stereotypes and Humour
Irn Bru’s marketing strategy revolves around leveraging cultural stereotypes and humour to create memorable and shareable content. The ad starts with a Scottish fan, dressed in a dark blue replica kit and checked kilt, washing his hands in a pub bathroom. The fan’s mystification and subsequent misinterpretation of ‘Mannschaft’ sets the tone for a series of cheeky jokes and cultural references.
The fan’s declaration, “Well Germany, you’re about to see what the Scottish Mannschaft is all about,” accompanied by the sound of bagpipes, taps into Scottish patriotism while ensuring the ad remains light-hearted and engaging.
Creative Execution: Innuendo and Visual Humour
The creative execution of the advert is a masterclass in visual humour and innuendo. The Scottish fan, portrayed with an air of exaggerated bravado, strides back into the pub and grabs an Irn Bru from the bar, poured into a German stein glass. The dialogue, filled with double entendres, continues as the fan boasts about the strength and endurance of the Scottish Mannschaft.
The visual humour is elevated by scenes of the fan treading over traditional German snacks like pretzels and hot dogs, making bold claims about Scotland’s prowess. The cheeky remark, “This year our Mannschaft could even reach a semi,” paired with the fan’s aggressive bite of a Bratwurst, adds to the playful tension. German supporters’ reactions—grimacing and grabbing their private areas—enhance the comedic impact.
The ad also includes a tongue-in-cheek reference to the stereotype of Germans claiming poolside deckchairs. The fan climbs onto a bar bench and proclaims, “You may take our sun-loungers but you’ll never take our fountains. Because we are Scotland. Land of liquid optimism.” This culminates in the fan revealing tight underwear with the words ‘we can’—Irn Bru’s slogan for the tournament—underscoring the brand’s message of optimism and resilience.
Conclusion: A Humorous Nod to Scottish Optimism
Irn Bru’s latest advert is a humorous and patriotic nod to Scottish optimism, perfectly timed to build excitement and camaraderie ahead of the Euros. By blending cultural references, visual humour, and cheeky innuendo, the campaign not only entertains but also reinforces the brand’s identity as a symbol of Scottish pride and resilience.
As Scotland prepares to face Germany in their opening match, this advert sets the stage for a friendly rivalry, reminding fans to approach the tournament with a sense of humour and unwavering optimism. Despite the setback of losing star striker Lyndon Dykes to injury, the spirit of the Tartan Army, as embodied by Irn Bru’s ad, remains indomitable.
Irn Bru’s campaign is a brilliant example of how brands can leverage cultural nuances and humour to create impactful and memorable marketing content that resonates with their audience.
