Glasgow - The beer is so good in Scotland they say "Oooft" a lot.
Local John Doe Group agency uses the word in praise of Tennent’s Lager in a campaign, Raised in Scotland.
“If you’re not from Scotland, it’s difficult to appreciate the significance of Tennent’s as a brand, culturally and creatively," says Pam Scobbie, CCO and co-founder of the John Doe Group.
"Working on this has been a joy. We’ve been able to really push the work forward creatively whilst making sure we captured both a truth about the brand and their drinkers at the heart of the campaign and the positioning."
The agency also uses the word also as a form of surprise. In one scene, a man walks into a pub with a really bad mullet haircut. "Oooft" is the reaction from his mates, or pals as they say in Scotland.
The campaign went live in late July across Scottish TV screens, cinema, social content and outdoor advertising sites. Oooft continues, including activations in bars, stores and across Tennent’s rugby and football sponsorships.
John Doe was appointed last year as lead creative agency for Tennent’s Lager and has developed the Raised in Scotland platform.
This is the agency’s first TV spot as part of an investment in its new studio, with international ambitions.
"Oooft is a word that’s used for pretty much everything in Scotland. So, we thought we’d have some fun with it,” says alcoholic drinks company C&C’s brand and marketing director (Beer), Paul Menzies.
“Amongst the wide variety of Ooofts that exist here - from cracking goals to questionable fashion choices - we wanted to show that Tennent’s offers the very best OOOFT possible and one that’s uniquely ours.”
The TV spot features the song Shout by pop singer Lulu and opens with the freshly cut mullet scene.
The ad then moves through other Oooft’ scenarios, with cameos from Scottish sporting figures including football legend James McFadden and Rachel Malcolm, the women’s rugby national team captain.
The 30 second film then returns to the pub, to the proud mullet and pals, who all agree on one thing - the delicious OOOFT that only Tennent’s Lager brings as the Fresh Taste that’s Raised in Scotland.
The TVC is supported with varied and creative outdoor work, also led by John Doe, popping up across the country. This includes eye-catching typography-led OOOOOOOFTs, alongside visually impactful photography that heroes the liquid and the can. In each, bubbles and condensation form within the image to create the letters OOOF, with the word finished by the famous red T of Tennent’s.
A billboard:
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