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BrewDog: Sober As a Motherfu by Uncommon

Agency: Uncommon
Client: BrewDog
Date: Nov 2019
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Brewdog has teamed up with Uncommon to promote its non-alcoholic beer - Punk AF - six months after it clashed with its former agency over a rejected idea for the alcohol-free beer.

The campaign comes off the back of it's 'honest' ads that ran in May, when it decided to dress down for its Game of Thrones ad break appearance and live by the mantra ‘less is more.’

It led on from the research that three-quarters of the public don’t trust advertising. However the response to the ads was mixed.

In this latest ad, BrewDog is channelling its playful side, with a similar style billboard that reads 'Sober as a Motherfu' - cutting off the word before it falls foul for swearing. The execution imitates the name of the drink that also alludes to swearing.

The provocative ads will feature in out-of-home nationwide and in-bar branding across a select number of BrewDog’s bars.

Uncommon began working with Brewdog back in May after the prankster brewer clashed its former agency Manifest over the launch of the alcohol-free beer. The ex-agency claimed its idea derived from their pitch.

Manifest founder Alex Myers claims his team created the ‘Punk AF’ brand during its nine-year relationship with BrewDog and was told the idea had been rejected.

Credits

Client: BrewDog

Creative Agency: Uncommon

Media Agency: Craft Media & Goodstuff Communications