Irn-Bru "get a grip" by Leith

Like a Celtic Tango, Irn-Bru continues to push the boundaries of good taste with its advertising.

The new spot, by Leith, is a twist on an urban legend shared among teenage boys. The ad opens on a young man using a grip trainer while listening to music. When his mum comes into his room, she glimpses at her son exercising his wrists vigorously and assumes he is "taking care of himself". Initially mortified, she becomes relaxed after taking a sip of Irn-Bru, remarking that "practice makes perfect". The ad was created by Jed Case and Rory Imlach, and directed by Martin Wedderburn through MTP.