New Tennent's TV ad to launch celebrating lager's music ties
Hugh Tennent returns to TV screens tomorrow night in the eponymous lager brand's latest campaign by Newhaven.
The campaign is set to showcase the lager's role as a founding partner of T in the Park, Scotland’s largest music festival, in a new 2011 advertising campaign which will hit screens across the country on Thursday night (16 June).
As T in the Park looks forward to celebrating its 18th year this July, the Tennent’s campaign sees the return of Hugh Tennent, the "pioneering" founder of Scotland’s favourite pint, and his butler Barnes. Hugh concocts the "genius" idea of staging a party with ‘music for the people, lager and a state-of-the-art sound system’...
Tennent’s Marketing Manager Jane Cannon commented on the new campaign: "Last year we introduced Hugh Tennent to the nation in what was the 125th anniversary year of Tennent’s Lager. The real Hugh Tennent was an entrepreneur, innovator and true visionary and our humorous take on the birth of the brand really struck a chord with audiences. Now in 2011 we again put the spotlight on his creative vision, imagining how Hugh would have conceived a festival like T in the Park in his day. Given his pioneering spirit and bold outlook on life, we are sure that he would have been very proud of the festival as it is now. ”
The new advert comes as DF Concerts and founding partner Tennent’s Lager celebrate the 18th year of T in the Park. This year, the sell-out event will see 85,000 music fans per day flock to Balado over the festival weekend to see hundreds of acts including Arctic Monkeys, Coldplay, Foo Fighters, The Strokes, Beyonce, Pulp, The Script, Plan B, Slash, Jessie J and Tinie Tempah.
Leaning on Tennent’s trademark humour and again staged within the 1880s setting, the 30 second advert – entitled ‘Too Loud’ – shows how Hugh’s festival plans begin to take shape as a four-piece band take to a makeshift stage in Hugh's drawing room for their warm up. As the enormous gramophone speakers of his stage are cranked up, Hugh, with a pint of his fabulous brew in hand, gets ready to watch alongside Barnes as the band tune up for what could be the birth of Scotland’s biggest ever music event.
"Welcome to my T in the Drawing Room Festival Barnes," he broadcasts before shouting: "Start the sound check boys!"
As the Victorian headliners blast out their first few chords, it becomes clear that Hugh’s drawing room is not the ideal location to accommodate the volume of a music festival, and the advert closes with a perceptive suggestion from Barnes: ‘"Maybe we should try this outside next time Sir. In a park perhaps?"
Watch the previous 'Lager Lovelies' and 'New Firm' adverts.
George Kyle, head of sponsorship at Tennent’s Lager, added: "T in the Park’s development and success since it was founded in 1994 is incredible. From 18,000 people at Strathclyde Country Park to 85,000 of the world’s most passionate music fans in 2011 at Balado, the festival has grown to become not only one of the best in the UK but also a leading music event worldwide.
"We’re sure Hugh Tennent would have fully approved, and would certainly have enjoyed a pint of his fabulous brew whilst watching the main stage action."
The advert was created by Edinburgh-based agency Newhaven and was brought to life by cinematographer Ivan Bird.
Actor Sam Heughan returns to play Hugh Tennent and fellow Scot Tim Downie returns to the role of Barnes, Hugh’s trusted sidekick. The campaign will be supported by digital, outdoor and PR activity.
Tennent’s will also be running a special ‘Crank It Up’ competition to win T in the Park tickets on its Facebook page for music fans to tell Tennent’s about their favourite tunes that make them want to Crank It Up Loud! Edinburgh-based Whitespace is responsible for the digital activity.
The new competition will launch on the Tennent’s Facebook site this evening at 5pm.
New to The Drum
You will be sent a verification email. Click on the link in the email to post your comment.
Comments
I like it. Not as big as the last ones, but it still has a charm about it.
Hats off to the kings of scottish advertising.Bravo boys. Bravo.
Once again a great ad for T, and I quite like seeing a bit of flesh!
Not a bad execution, but a poor campaign in terms of fit for the Tennent's brand.
This really is one of the best adverts I've ever seen. Ever.
Really bravo, brilliant, really good. The best.
What an absolutely marvellous advertisement. Really first class.
I preferred the cows ad.
17.16
Now that's how you throw down an insult.
Who is Tennents aiming their marketing at? I really can't tell from this, though well produced it undoubtedly is.
Yet another “PR oversight for Newhaven.”
We have the client, the agency, lines from the script, links to previous campaigns, statistics on the event, even the actors’ names – and, rather strangely, the DoP (pretentiously credited as cinematographer) all mentioned. But yet again the director, producer and production company remain a cold, dark secret.
Bearing in mind Newhaven (and many other agencies) do this with virtually every Press release – and then apologise for the oversight in that rather obsequious “oh we’re all creative together, they were really great guys” sort of way – should someone not be looking to kick the arse of the press release writers.
Do agencies all share the one press release writer – or is it a conspiracy?
Who's the idiot who keeps asking about PR this and PR that? Are you an out of work PR guy looking for a new job??
I mean come on, is it really as big of a deal as you make out? Sure, everyone who's involved should get the credit/slagged (dependent on your view). I bet you're lying awake right now. shivering in your bed thinking, 'who was the director, tell me god damn it. TELL ME!'.
Get a grip.
Who made the fucking sandwiches on the shoot? I want to know when they're going to get the credit they deserve in the press release. It's all agency this, client that.
comments
Nice one - thumbs up from me.
comments
Dear anonymous, there are a lot of you out there and you sound frustrated.
You think nothing’s good enough. You want our industry to be great.
We want the same thing.
We know a lot of you have slagged off our work in the past. (And the present.)
Fair enough.
We think it’s nice stuff.
Some ideas work out, some don’t.
At least we are trying.
And that’s something we seem to have in common.
That’s why we like you anonymous.
We like the fact you think you can do better.
At least you’ve got an opinion and a passion that makes you want to scream.
We’d buy some of that.
At the moment we’re looking for a young writer and a digital savvy account handler.
We also want to get to know planners, digital strategists and anyone else who wants to put a bit of fire back into our industry.
People who want to create big ideas that might appear in any media.
We don’t just want to be Newhaven.
We want to be the new Fallon, the new Goodby, the new Weidens.
After hearing you talk anonymous, you sound like you can make us that good.
If you agree, please get in touch with some of your stuff.
Creative: chrisw@newhaven-agency.co.uk
Account Handling: janes@newhaven-agency.co.uk
Planning: kend@newhaven-agency.co.uk
Digital: maries@newhaven-agency.co.uk
We promise, we’ll try and make sure you’re not anonymous any more.
Anon at 22:46 and 00:40
I am Idiot.
I am not in PR
I am Producer
I want our industry to be great.
Some ideas work out, some don’t.
At least we are trying.
And that’s something we seem to have in common.
But we don’t like to be anonymous.
We know a lot of you have slagged off our work in the past. (And the present.)
Fair enough.
But no one knows our names.
We bring the project into the world of the real.
Take the great, mediocre and piss poor idea off the page and breathe life into it.
Give it character and personality, humour and melancholy.
We care passionately about your script and our work.
Just wish we would get a little credit for our part in the creative process.
The world does not begin and end with agency creatives.
Please promise, you’ll try and make sure we’re not anonymous any more.
10.19 Very fair point.
What's your production companies name?
I might use you for my next script. Hopefully you'll make it better.
But until I know who you are I can't use you.
(Bit of a PR oversight?)
Anon 10:23
If you're such an authority maybe you could explain why the advert won't work?
the lead character is very wooden - can't act at all. Shame when everything has been built around him.
comments
Crikey. We're really never going to get anywhere if people only get to vent their anger on message boards. Can i suggest all the anonymous come along to our short film night in August ? I'll give each of you a full burka to hide your identity, put the newhaven boys in the middle of the studio and you can try and knock ten bells out of 'em. Good sport for all rather than the sniping bitterness that can't be making you happy... Oh and cracking commercial lads. Styling is fantastic and shows up how a lot of regional work suffers from cutting the art department budget too thin. Should say I think the lead isn't amazing but it doesn't take away from very good ad. Off for a pint of T
comments
Dear Chris Watson,
you should run your comment as a recruitment ad.
comments
I second that James. It's a bit unfair on an industry site that will no doubt in some way be reliant on revenue generated from it's employment advertising section.
Liking the 'Crikey' Steven. Didn't think anyone said that anymore.
Anon at 10:23
What is this "council" beverage you repeatedly mention?
I usually have a glass of Chablis or large Bombay Saphire with ice and lemon, but I must say this “council” malarkey sounds like a hoot.
Where can one purchase it?
I have never once heard anyone refer to a pint of Tennent's as "council" and I worked behind a bar for 7 years.
I worked for the council one summer and no-one ever bought me a drink.
I asked for a pint of council at my club - they threw me out.
Classic recruitment ad. Put it right in the middle of all the gripes on a blog for an average commercial or sloppy piece of work (as per all the other pages it's been dropped onto without modification) Should attract exactly the calibre of person your looking for. Nice one.
Write Your Comment