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By Amy Houston, Senior Reporter

June 8, 2023 | 3 min read

The debut follows a three-way pitch for the Diageo-owned brand.

Irish beermaker Rockshore is tapping into its heritage with a refreshing ad that puts humor at its heart.

The brief from the beverage brand was to develop a distinctive, new creative platform. To answer this, the creative agency landed on the insight that the seemingly brutal banter Irish people are known for is actually a way of them showing affection.

The TV spot titled ‘Refreshingly Irish’ is a pastiche of classic love song videos and features a rendition of As Long As You Love Me by 90s hitmakers Backstreet Boys.

Guy Bradbury, creative partner at M&C Saatchi London, said: “From the very start of this campaign, we wanted to create a distinctive creative platform, that was true to the nature of real Irish friendship. We’ve taken a classic love song from the Backstreet Boys and subverted it to make something memorable.”

The campaign will be supported by a series of out-of-home activation, video-on-demand, social and audio.

Linda Bradley, head of beer at Diageo Ireland, added: “We have achieved a lot since launching Rockshore five years ago, but we still have big ambitions for the brand, and we needed a bold, ownable creative platform to match those ambitions.

“With this original, refreshing creative approach, we are confident that M&C Saatchi London and our new brand platform can help us build a meaningful and distinctive place in Irish consumers’ hearts and minds.”

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