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Tennent's releases 'New Firm' TV ad to tie-in sponsorship

Tennent's Lager has launched the third chapter in the adventures of its founder Hugh Tennent, which imagines what Hugh's unique take on football sponsorship could have looked like when the brand was starting out in the 1880s.

'New Firm' sees Hugh embark upon a novel sponsorship of two fledgling Glasgow football teams, Celtic and Rangers - both formed in the city in the same era as Tennent's -  with a twist on how the iconic red T is displayed by players.

The new advert, again created by Edinburgh ad agency Newhaven, reflects Hugh's eccentric entrepreneurial vision and cheekily plays on Tennent's recently-announced sponsorship of the real 'Old Firm' - continuing the humorous advertising of Scotland's favourite pint and paying tribute to the brand's long-standing support of Scottish football.


The 'New Firm' story begins outside a busy Victorian recreation of Tennent's famous Wellpark Brewery, with Hugh enthusing to his sidekick Barnes about 'this New Firm game on Saturday... blue chaps versus green chaps ' which he is keen to attend. Hugh's early marketing savvy is evident as he proclaims that 'this football malarkey could be big!'

Sporting both blue and green rosettes, Hugh and Barnes take their place on the touchline to watch these two new Glasgow teams in the drizzle, with Hugh rapturously cheering on the action alongside a crowd of early fans.  At half time, a more business-like Hugh summons the players to hear his innovative proposition, stating 'I'll support you proud Glasgow teams, if you'll display my logo on your chests'. The players agree.

Tennent's marketing manager Jane Cannon commented: "After introducing Hugh to the nation earlier this summer, we're continuing his adventures with this latest advert which is a funny take on what football sponsorship might have looked like back in Hugh's day. We know Hugh had a strong entrepreneurial spirit and sense of adventure, so who's to say he wouldn't have spotted an opportunity with Celtic and Rangers when they, like Tennent's Lager, were just starting out?

"There are some really funny moments in this advert and some fantastic detail, from vintage football strips and rattles, to the half-time oranges served to the teams. We hope that fans of Tennent's Lager and of football will enjoy watching it."

Tennent's 'New Firm' will launch on television on Tuesday 10 August on STV, Channel 4 and Five, and will also be screened in cinemas throughout Scotland.

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