Video: McEwan's returns to TV with 'aye' campaign
Ale brand McEwan's returns to Scottish TV screens tonight with a new campaign which plays on Scots' fondness for the word 'aye'. Get an eyeful of it here...
The ads, which will be screened on STV, Channel 4 and Channel Five throughout October and November, show a young man rolling off a repertoire of ayes while supping a pint of McEwan's in the pub.
McEwan's was first brewed in Scotland over 150 years ago and its modern day owner, Jygsaw, Brands, hopes to make the most of its association with Scotland to win over Scots drinkers.
Marketing director John Edwards said: "The Scots are famous all over the world for their unique dialect and this advert celebrates their amazing ability to communicate using just one word! McEwan’s has a rich Scottish heritage so we want this advert to reach the hearts and minds of Scots across the land.”
The TV advertising, created by Clarity, is part of a wider marketing campaign kicking off in Scotland this month. It includes nationwide outdoor posters and activity in licensed shops and pubs.
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I'm sorry, is it 1976?
Who says "Aye" as a greeting? Think they were stretching it a bit there. It's also horrendous.
Sadly I am old enough to remember (and occasionally) able to sing
the "Aye McEwans,.....the best buy in beer" jingle.
Although that must be 40 plus years old, it was 40 times better than this load of ayewash!!
Not great - there's not a truth in the universal use of the word 'aye' - the boy empties the puggy and says 'aye'? - dinnae think so.
"Dude?" "Aye?" http://www.youtube.com/watch?v=dyMSSe7cOvA
Jings crivvens, help ma boab....
Pish. A well-known Scots word that's much, much, more appropriate.
The TV advertising, created by 'Clarity?' - where, when, who, why, what where?
I don't get it.
By saying 'Aye' repeatedly makes Scots want to drink this Scot's drink in Scotland in Scottish pubs. There's no rhyme or reason. It doesn't evoke any emotion or longing to the brand whatsoever.
And why is it shot in the past? And on the cheap camera?
Shame, because there could've been a good opportunity here to do something great.
Like Tennent's or Irn-Bru.
Who say they're Scottish, not by shouting 'Aye' but by talking to their Scottish target audience like one of the boys down in the local.
-"Did ya see that err, McEwans ad?"
-"No, what was it all boot?"
-"You know the way Scots are famous all over the world for their unique dialect?" Well, "this advert celebrates their amazing ability to communicate using just one word".
-"Wow, you learn something new every day".
-"That you do"
- "So, what's that got to do with fine Scottish Ale?"
-"Who knows. Another vodka and red bull?"
-"Aye".
Is this a bad ad? I think it speaks for itself.
I don't get it.
By saying 'Aye' repeatedly makes Scots want to drink this Scot's drink in Scotland in Scottish pubs. There's no rhyme or reason. It doesn't evoke any emotion or longing to the brand whatsoever.
And why is it shot in the past? And on the cheap camera?
Shame, because there could've been a good opportunity here to do something great.
Like Tennent's or Irn-Bru.
Who say they're Scottish, not by shouting 'Aye' but by talking to their Scottish target audience like one of the boys down in the local.
-"Did ya see that err, McEwans ad?"
-"No, what was it all boot?"
-"You know the way Scots are famous all over the world for their unique dialect?" Well, "this advert celebrates their amazing ability to communicate using just one word".
-"Wow, you learn something new every day".
-"That you do"
- "So, what's that got to do with fine Scottish Ale?"
-"Who knows. Another vodka and red bull?"
-"Aye".
"aye" as a greeting? - Doesn't make sense.
"aye" to offer a pint? - Doesn't make sense.
"aye" to confirm you want a pint - Makes sense.
"aye" to celebrate winning the puggy jackpot - Doesn't make sense.
"aye" to acknowledge old boy - Barely makes sense.
"aye" as a greeting? - Doesn't make sense.
"aye" to express satisfaction with pint? - Barely makes sense.
"aye""aye" to draw attention to girls? - Barely makes sense.
So basically they've ripped off an American ad and replaced the word "dude" with a word which renders the whole concept unworkable because "aye" doesn't work and isn't used as that kind of universal expression.
http://www.youtube.com/watch?v=ObJukrVwmy4
I might just have one tonight!
'Aye' yir right 17:29.
So. Another quiet day at anonymous towers then?
"Aye" Bring McEwan's back to the States. "Aye"!
an 'Aye for an Aye' as they say.
is this for real ?
http://www.clarity3.co.uk. Says it all really.
'Aye' maybe used alot in my part of Scotland, but it doesn't work in this ad. This is pish and I won't b'aye' it or the beer.
I really felt this was made by an agency from deepest Cockney Land - it misjudges its target audience so much...but they turn out to be based in Leith! Client should have just re-run the 40 yr old ads - they are more contemporary.
Created by Clarity - but who produced it?
I'm guessing the anonymous folk on here prefer a pint of bitter ;-)
Very poor. However as for:
"aye""aye" to draw attention to girls? - Barely makes sense.
Makes perfect sense to me.
"aye" to offer a pint? - Doesn't make sense
yes it does, it's the same as saying ok when she gestures with the branded glass
On their (Clarity's) website this is what they say, and I shit you not:
Our creative facilitation skills ensure productive, lateral and exciting ideas for our clients.
LOL, they also say they have the biggest creative department in the world i.e non so they can choose anyone
comments
Aye, it's utter pump!
An iconic Scottish brand that deserves better - sadly it's lumbered itself with an awfully clunky campaign.
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