’I’d been looking forward to watching Braveheart - I was told that
its passion, brutality and breathtaking Highland scenery would leave me
emotionally charged. It was heavy going, but unexpected light relief
came in the form of a Miller Pilsner ad.
’I wasn’t surprised to see some kind of ’tourist’ ad in the break. The
Miller ad shows a cliched American tourist wearing a Davy Crockett fur
hat in the Highlands taking in the views. But then came the hilarious
twist. Our man tells us that his pilgrimage to the land of his
forefathers had failed to impress the folks back home.
’So what?’ they had said, ’wear the fox hat.’
’The ad was a perfect fit and provided a welcome distraction during an
Client: Scottish Courage
Media agency: MediaVest
Planning and buying: Steve Bignell
Transmission time: Channel 5, 22 February, 11.30pm
Audience: 18- to 34-year-old men 9.5 TVRs
Brief: Appeal to a core target audience, using an ad rarely aired whose
Scottish setting is a perfect cameo during Braveheart
Creative: Rainey Kelly Campbell Roalfe/Y&R.