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Irn-Bru: Cafe
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Despite the fact that Scotland didn’t make it past the group stage, one clear winner emerging from this tournament was Scotland’s favourite soft drink IRN-BRU. A trio of humour-laden ads from Leith delved into the Scottish psyche to focus on something strange to the nation, something not seen for a long time in Scotland, something called... Optimism! Delivering on IRN-BRU's trademark irreverence and wit, each ad (directed by Seb Cardinal) cunningly combined cultural stereotypes, national pride, and a sprinkling of cheeky, roguish humour. It started with the first diagnosis at the 'Doctor’s', followed by a good old gossip in 'Café' about new ‘cases’ spreading, and finished with a full-blown 'Mannschaft' (German for Football Team) ready to take on anything.
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