NEWS: The Leith plays it safe with Tennent’s

The Leith Agency has toned down its award-winning, but controversial, Red T campaign for Tennent’s Lager with two new television commercials called ‘optimisT’ and ‘pessimisT’.

The Leith Agency has toned down its award-winning, but controversial,

Red T campaign for Tennent’s Lager with two new television commercials

called ‘optimisT’ and ‘pessimisT’.



Both continue to use words that highlight a bold red ‘T’ - an

advertising icon as familiar to the Scottish as McDonald’s golden

arches. However, the two new executions are less violent in nature than

earlier work, notably last year’s ‘sadisT’ and ‘masochisT’ spots.



The films show how two different individuals react to receiving only a

half pint of Tennent’s.



The first, ‘pessimisT’, features a drinker who becomes emotionally

distraught as he begins to realise that he is only getting a half pint

of Tennent’s. By contrast, in the second ad, ‘optimisT’, a man looks at

his half pint in jubilation. The two executions, which are each 20

seconds long, have been deliberately planned to top and tail a single

commercial break.



A poster blitz also breaks next week, showing a pint of Tennent’s

sitting on a mound of earth, set against a dramatic skyscape with the

headline, ‘heaven on earTh’.



Previous work in the campaign also drew on the dualities of human

nature, but came under fire for being too violent. In ‘masochisT’, for

example, a drinker tortures himself with an elaborate device to prevent

him from reaching for the lager, while in ‘sadisT’ a sadist refuses to

allow a gagged prisoner to even have a mouthful of Tennent’s.



The two new ads were created by the art director, Gareth Howells and the

copywriter, Dougal Wilson. They were directed by Kristian Levring

through Blarke and Sonne Levring.



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