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Tennents Lager ‘Madman’s Dream’ advert

Agency: Newhaven

Client: Tennents

Tennent’s Lager tells the remarkable story of its young creator and the epic adventure that brought his unique lager to Scotland in a much anticipated new advertising campaign.

In the year that Scotland’s favourite pint celebrates its 125th anniversary, the outlandish but true story of Hugh Tennent has been transformed into an entertaining 60 second TV and cinema campaign for the brand.

Stamped with classic Tennent’s style and edgy humour, this modern day retelling of Hugh’s story brings the 22-year-old’s eccentric spirit and gritty determination to the fore, as he sets out his visions to produce lager in Scotland – with a cynical local media deriding his plans as ‘a Madman’s Dream’.

The story begins with Hugh at home in bed, complete with moustache and night cap, as the idea for the perfect pint of Tennent’s Lager appears to him in a dream. He leaps up and commands his trusted butler ‘Barnes’: “Ready my steamer trunk. I’m going to Europe!” before leaping into his trunk with his travelling monkeys in tow, for a fact-finding mission to Bavaria.

Having voyaged back to Scotland with lager barrels and a master brewer crammed into the trunk, a pint of ‘Hugh’s’ is toasted on the group’s return...with Barnes politely suggesting that a pint of ‘Tennent’s’ may be a catchier name! ‘We’re taking this stuff to town!’ cries our hero
Hugh before the final screen appears, hailing his discovery as ‘The Fabulous Brew Conceived By Hugh’.

‘It has been a wonderful process seeing this story take centre stage in our new advertising campaign” said Marketing Manager for Tennent’s Lager, Jane Cannon.

“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 campaign is part of a new programme of investment from owners C&C Group, following their purchase of Tennent’s Lager in 2009. The resulting ‘Madman’s Dream’ advert will run on TV and cinema in Scotland and Northern Ireland.

A teaser campaign running in the weeks prior to launch saw a ‘Red H’ replace Tennent’s iconic ‘Red T’, across pint glasses, posters, street art and projections in Scotland’s cities, plus a number of ‘blipverts’ on television.

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