By John Glenday, Reporter

July 13, 2021 | 2 min read

Irn-Bru is on a mission to tickle tastebuds with its patented brand of sticky, syrupy sweetness by deploying all the Western movie cliches it can lay its hands on.

Devised by The Leith Agency on behalf of AG Barr, the irreverent cinematic mash-up combines a barroom brawl with lashings of the famed fizzy drink for a disconcerting collision of worlds.

The ad sees Irn-Bru bring its description-defying flavor to sate the thirst of gunslingers to show that wherever you are in time or space, Irn Bru ‘tastes magic’.

Outlining the concept behind the work, Adrian Troy, marketing director at AG Barr, said: “Whether it’s bubblegum or tutti-frutti, Irn-Bru fans can never quite agree on the exact taste of our Bru-nique soft drink. Naturally, we decided to have a bit of fun with this. Whatever the flavor, hopefully we can all agree on the fact Irn-Bru tastes magic.”

Launching today on STV, ITV and Channel 4 in northern regions, the advert depicts a cowboy necking a can, only to become embroiled in a fight with a fellow fan over whether the liquid is best described as tasting like bubblegum or tutti-frutti.

The brawl soon swiftly escalates in true Hollywood fashion with bartenders, fellow drinkers and even horses all joining the fray to push their own flavor interpretation.

Only the intervention of the local sheriff can restore order, with an agreement that Irn Bru ‘tastes magic’.

Leith creative director Phil Evans added: “People love Bru with a passion. But ask them to describe it and you get all kinds of weird and wonderful stuff back. We’re darn tootin’ delighted to release this latest instalment of the Irn-Bru story. They’re all wrong though – it tastes like glitter balls.”

The spot was shot and produced by Stink Films on location in Romania.

Irn-Bru is best known for its darkly comic take on the children’s classic The Snowman, as well as the ‘Irn Bru gets you through’ campaign for awkward social encounters.

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Irn Bru

Irn-Bru is a Scottish carbonated soft drink, often described as "Scotland's other national drink".

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