Irn-Bru ads have lately parodied documentaries, thrillers, westerns and more, infusing each with its unique sense of humour. But it’s been a while since we had a straightforward push for the drink.
Its new ad takes us to a Scottish convenience store – staffed by comedian Sanjeev Kohli (used to playing a shopkeeper in the BBC’s Fags, Mags & Bags) – where a bolshy red-headed kid is taking issue with Irn-Bru being labelled as a soft drink. It is instead, he tells the shop’s staff, customers, and us, something more: bravery, showing your emotions, your resolve, being ginger in a heatwave. He’s a tiny, slightly crude William Wallace – and he couldn’t conceivably be a spokesman for anything else.
He also brings back Irn-Bru’s delightfully surreal ‘made in Scotland from girders’ slogan. A different tack, but – as a payoff joke about pants underlines – the same level of silliness.
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