Tennent's founder the focus of new campaign
The latest campaign for Tennent’s Lager will be released on TV, online and Cinema on Sunday, focusing on the story of its creator and how he brought the lager to Scotland.
The creative concept, developed by Tennent’s retained advertising agency Newhaven, focuses on the father of Tennent’s, Hugh Tennent and will begin with a 60 second TV and cinema commercial, followed by another two adverts extending the story later in the year.
‘A Madman’s Dream’ is the first in the campaign, focusing on Tennent’s vision to produce a lager brand in Scotland, and his travels with his faithful butler Barnes and his travelling monkeys, to sample the product.
This is the first marketing to come out of the brand since it was acquired by C&C Group last year in a deal worth around £180 million, from Anheuser-Busch InBev last August and was directed by Daniel Kleinman.
A teaser campaign has been running in the build up to advert, which saw a red ‘H’ in the same font as the Tennent’s logo run across beer glasses, street art, blipverts on TV and posters.
Jane Cannon, marketing manager for Tennent’s, commented: “It’s been a wonderful process seeing this story take centre stage in our new advertising campaign. With Hugh Tennent we have an ambitious young Scottish entrepreneur, an international adventure and a quest to turn dreams into reality with the cynics looking on saying he couldn’t do it – all the elements of a timeless epic that is as relevant now as it was 125 years ago.”
The next advert, which will run in the coming months, sees Hugh Tennent tackle the marketing of his new lager, while the third, to tie in with the brand’s sponsorship of the Old Firm, Celtic and Rangers – sees him devise a similar campaign with the teams back when the brand was ready to launch.
Tennent's new website was recently launched ahead of the campaign, developed and designed by Whitespace.
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That's a moustache. It's inspired me. Good work, chaps!
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Saw the full creative work this afternoon and the campaign develops well!
A heritage route, but amusingly told.
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very, very nice work - made me smile too.
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Bloody great - blistering return to form. Been looking forward to seeing this for ages.
Is one of those tiny monkeys played by Chris Watson?
Really like the ad. Haven't seen any street art, H glasses or blipverts through.
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I'm with Stuart: it's a brilliant, quirky, and strikingly different return to form. Having seen the other two ads in the series, I know that this whole campaign will be so well received by the masses.
Well done to all involved at Newhaven and Tennent's. Great stuff. : )
Some nice touches, but hardly the best thing to come out of Scotland in years. It will appeal to the industry as it's quirky, but the average Tennent's Lager drinking guy in Glasgow?? I'm not so sure.
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Really nice work Newhaven, excellent production as well. Will the Tennent's monkeys be in the shops for Christmas?
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The Tennent's monkeys will be available mail order in the run up to Christmas. Chris Watson on the other hand is always available for childrens parties etc. Just dial 1-800 SIMIAN.
If Chris Watson played the monkey, who played the chicken? My money's on Howells.
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Absolutely brilliant ad well done, - you can never wrong with a monkey or 2. Makes me thirsty...
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Yes I was the chicken. the Ruffle was itchy mind. But well worth the effort.
Chuffed to see The T back doing ads & the like.
Scottish Advertising at its best! Good work guys.
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Nice one Howells.
Monkey? Drink? Where ever did you get the idea?
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"Saddle the unicorns, Barnes." That alone was worth the production budget.
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Really like it, well done all. Look forward to more monkeys in football strips!
You know, i realise this has been written by Scottish ad royalty, but it feels really laboured and the well trodden heritage path was frankly sewn up by Blackstar beer. If you are going to write a long piece you need genuine genius, and scriptwriting skills of 'shouldn't be in this business' proportions. This is a likeable stab and no more. For a true taste of something special, please look at these: http://www.youtube.com/watch?v=QI58wj4b4g0
12:18, you are the least interesting man in the world. Zzz...
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Anon 12:18 - This ad is the first in the series, so it needs to set up the construct that the other two (and any others) will follow. For me, the second ad (not yet released) was funnier, but partly because I already had a sense of what the campaign was about, how the characters interacted etc.
As for the Dos Equis reference.....em, where's the connection? It's funny, but after watching even 3 of them, the formula is easy to see. I'd imagine in research groups (if Dos Equis ever carried out such things) that respondents would start making up their own versions of the ad. Perhaps testament to a successful campaign, but also a sign that it's time to do something new - which is what Tennent's have done with these.
Let's let the public decide what they think. That's the ultimate test of the power of communications.
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Not me this time John.
Rufus & Chris did these ads. & Damn fine ads they are too!
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Well in that case, extend their work placement indefinitely.
Good stuff!
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Might even employ them.
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great ad ... even ordered a pint of Hugh tonight
As a youth, after about six cans of Tennents, I always used to shout loudly for Hugh.
Good ad - like the story and art direction. Shame about the lead actor though... good looking chap but not much of an actor which lets it down a bit
what? I think the two guys (and the monkeys) are what make these!
I just saw a madman drinking some Tennents only this morning - he was imbibing from the little publicised purple tin though. But he was definitely mad.
Anything with monkeys gets my vote. Nice one.
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Shame young Hugh did not bump into Phileas Fogg on the way as he could have nicked his Tortilla Chips recipe at the same time.
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The butler is the real star of the show. Excellent stuff Newhaven.
Looking forward to seeing the rest of this campaign. Apparently it's good.
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