The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Creative Works Brewdog

Brewdog punks Game of Thrones with its most honest ad yet


By Imogen Watson, Senior reporter

May 13, 2019 | 3 min read

Prankster craft brewer BrewDog has decided to dress down for its Game of Thrones ad break appearance and live by the mantra ‘less is more.’

Brewdog punks Game of Thrones with its most honest ad yet

Brewdog punks Game of Thrones with its most honest ad yet

The fourth episode of the final season of Game of Thrones attracted a whopping 17.4 million views, making it one of the most prime viewing positions for brands.

During last night's episode (12 May), rather than spending big on next-level ads, BrewDog went for something understated.

Leading on from the research that three-quarters of the public don’t trust advertising, the campaign presents BrewDog's beer in the most honest and transparent way possible.

Making its debut during the ad breaks of HBO's hit series, in between scenes of Cersei Lannister vs Daenerys Targaryen, the craft brewer has gone for 30s of a single beer can set against the word ‘ADVERT’ with the heavy metal track ‘bleed’ by Meshuggah playing in the background.

Running across TV, cinema, OOH and social, the simplistic ads will appear across the UK, doing pretty much as it says on the ad.


This is the first work Uncommon has created for the punky beer, which got pulled up by an ex-agency last week after it claimed it stole its idea.

BrewDog and its former agency Manifest clashed over the launch of its alcohol-free beer Punk AF, claiming its idea derived from their pitch.

Discussing it's new campaign, BrewDog's co-founder James Watt said: “Only 14% of the UK population have discovered craft beer; there’s a huge untapped market. The craft beer revolution will only take hold if we convince the world to ditch the mainstream and embrace the alternative.

"We don’t want to live in a world dominated by bad beer any more than you want to live in one with lame advertising. So, we have drawn a line in the sand with this new campaign. We’ve done what we’ve always done: The exact opposite of what convention and rules expect. This is what a BrewDog TV ad looks like.”

Adding to this, Nils Leonard co-founder at Uncommon said: “The ad break in GoT is one of the most prestigious media slots in the cultural calendar. Brands often spend big here, investing in massive narratives and slick films often referencing the show they sit around. So, we didn’t.

"The magazine you notice on a busy shelf is the one with the least on the cover. Ad breaks for shows this big are a jazz salad of messages, so we set out to make the simplest, most honest message we could.”

The Most Honest Ad Ever by Uncommon

Overall Rating 2/5

Vote now
Creative Creative Works Brewdog

More from Creative

View all


Industry insights

View all
Add your own content +