McEwan's Red to launch ad campaign from The Union during Champions League Final

The first version sees a man stepping from his home and unexpectedly onto a (CGI) red carpet. Elsewhere, other men are also being led by a red carpet to different locations, eventually they gather together to be led into a bar where the barmaid greets them with a pint of McEwan’s Red.

“Our first campaign for McEwan’s Red communicates a brand personality that our target market will clearly identify with. It positions McEwan’s Red as aspirational and confident. The advert is positive, upbeat and modern, reflecting the new outlook for McEwan's,” remarked Peter Mooney from McEwan’s.

Two 10” executions of the ad are to be included in the campaign and will be aired on Channel 4 and Channel 5. Outdoor advertising will also feature as part of the activity with 48 sheets appearing at hand-picked Glasgow and Edinburgh sites from June, with media planning and buying handled by Zenith Optimedia.

The Union’s MD Kyle Hardie added: “McEwan’s is a great Scottish brand that’s now getting the overhaul it deserves. Red is a cracking beer, and we believe that the consumer is getting the red carpet treatment each and every time they enjoy a pint or can, and that’s what we’ve brought to life in the campaign. It’s also a much higher energy approach than the competitive set, and research has told us that this positivity will resonate. McEwan’s is back with a big Red bang.”