Oooft

Tennent’s Lager, Scotland’s favourite and best-selling beer brand, has released a seven-figure integrated campaign, underpinned by new positioning and brought to life through a TV spot, OOH, partnerships and social content – its biggest marketing drive in over eight years.

Filled with the country’s trademark humour, the work - led by integrated creative agency, John Doe - is designed to celebrate the quality of Tennent’s Lager through the playful use of the word ‘Oooft’; an expression used uniquely and generously north of the border to communicate notable or surprising things.

The TV spot - which features the iconic song ‘Shout’ by Lulu - opens on a pal joining friends at the pub, showing up proudly with a freshly cut mullet. The reaction is mixed: a bemused and an impressed “Oooft” by friends waiting for him.

The ad then moves quickly through other ‘Oooft’ scenarios, with cameos from Scottish sporting figures including football legend, James McFadden and Rachel Malcolm, the women’s rugby national team captain. The 30 second film then returns to the pub, to the proud mullet and pals, who all agree on one thing - the delicious OOOFT that only Tennent’s Lager brings as the ‘Fresh Taste that’s Raised in Scotland’. Raised in Scotland is the brand’s new platform and will guide all work in the years to come.

The TVC is supported with varied and creative outdoor work, also led by John Doe, popping up across the country. This includes eye-catching typography-led OOOOOOOFTs, alongside visually impactful photography that heroes the liquid and the can. In each, bubbles and condensation form within the image to create the letters OOOF, with the word finished by the famous red T of Tennent’s.