Worthington Beer attempts to take laddishness to new levels

- Worthington has returned to television advertising with a new campaign that ditches comedian Harry Enfield in favour of 'real lads' exploits.

- Worthington has returned to television advertising with a new campaign that ditches comedian Harry Enfield in favour of 'real lads' exploits.

The commercial aims to make Worthington the 'lads beer for the 90s'. To achieve this Worthington has chosen a laddish creative treatment that pokes fun at men who engage in unladdish activities.

Created by agency WCRS, the ad start by posing a question about laddish behaviour. The narrator asks: 'why do lads always take the mickey?' In answering the question, the commercial then enters a surreal world where we see what would happen if lads didn't take the mickey: they would compliment each other on their appearance and, as a consequence, become interested in hand cream. This would have the disastrous result of smoothing the lads' palms to such a degree that their pint glasses slip straight through and smash on the floor.

The ad closes with the tag line "Worthington. It's a Man Thing'. The campaign was written by WCRS creatives Andy Brittain and Yu Kung and was director by Traktor.

According to WCRS account director Jonathan Rigby: "Our objective is clear - to make Worthington the lads beer brand for the 90s. The campaign marks a welcome return to classic beer advertising - simple, well observed and infectiously funny."





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