IRN-BRU returns with ‘magic’ Western-style campaign

IRN-BRU Western 2

Following hot on the heels of their Tournament Virgins Euro’s campaign, IRN-BRU returns to our screens with a new campaign celebrating that decades have past, but still the iconic soft drink is described as “indescribable”.

“Whether it’s bubble gum or tutti-frutti, IRN-BRU fans can never quite agree on the exact taste of our BRU-nique soft drink”, Adrian Troy, Marketing Director at AG Barr said. 

“Naturally, we decided to have a bit of fun with this. Whatever the flavour, hopefully we can all agree on the fact IRN-BRU tastes magic.”

IRN-BRU campaign

Created by Leith, the TV commercial has been airing since Tuesday 13 July on STV, ITV and Channel 4 across Scotland and the North of England. 

Set in a wild west saloon, where a bar brawl between heated BRU fans erupts; each patron declares their flavour is the definitive IRN-BRU taste in a bout of fisticuffs. 

One lone cowboy enters the mayhem and restores order by proposing that everyone agrees “it tastes magic” and finally restoring peace.

Phil Evans, Creative Director, Leith commented; “People love BRU with a passion. But ask them to describe it and you get all kinds of weird and wonderful stuff back. 

“We’re darn tootin’ delighted to release this latest instalment of the IRN-BRU story. They’re all wrong though, it tastes like glitter balls”

Shot remotely on a Western film set in Romania during the pandemic, the spot was produced by Stink Films with Ben Whitehouse directing.

Ben Whitehouse, Director, Stink London, said: “Every now again you read a script that makes you think I HAVE TO SHOOT THIS. 

“This was blatantly one of them; it’s a western, it’s a comedy, it’s got stunts, it’s got a great idea and it’s IRN-BRU, a much loved brand famous for its irreverent humour. 

IRN-BRU Western 4
Western style: Made from girders with a touch of spaghetti-Western.

“So the chance to relaunch it in a new, more cinematic direction, was one I grabbed with eager and dusty hands. 

“Having done a few movie pastiches, my idea was to shoot this as a contemporary Wild West brawl, more Netflix than a slavish homage to the classic western genre. 

“I wanted to create a rich, modern and absurdist look and tone which IRN-BRU could own.” 

In addition to  airing on TV screens across the country, the ad can be viewed by scanning QR codes found on cans and bottles throughout the UK and will be supported on social channels.