Underlying themes: eternal optimism even in the rain, friendly banter.
Gone is the aggressive stereotype seen in Irn Bru 32 Derek the Cuckoo. This has been replaced by rowdy pensioners, a maternity ward, crossed toes, “numpties” in odd costumes, “walking in the molehills of achievement” and Glasgow’s George Square full of supporters. What does it tell you about the target audience? Is it for the local market? Is it for the visitors to the country for the Games? Do the Scots have iron in their blood? Does this reference an earlier campaign – “Made in Scotland From Girders”? Are the Leith advertising agency going back to their roots? What is the tone? Nostalgia?
Stereotypical imagery:
Monochromatic people and background in rain sequence allowing man in centre to stand out as he is in colour.
Red haired girl facing camera with bottle of product beside her on wall with male draped in St Andrew’s flag facing off into the dark skies (of despair)
