The ad aims to encourage the traditionally reserved British male to befriend other males in preparation for St. Patrick’s Day, ‘the friendliest day of the year’.
The campaign consists of three spots "man hug" and "smiling" and, "conversations with a stranger". Man hug features two men in a bar hugging awkwardly while a voiceover advises on how to enter an appropriate stance.
The campaign will appear on Facebook, YouTube and on Pub TV. Media was planned
and bought by Carat. The ad was written by Aidan McClure and the art director was Laurent Simon. The director was Matt Dilmore through Epoch London.