The Tartan Army is hitting screens in style as the latest campaign features guest appearances from Susan Boyle and John McGinn.
Irn Bru has unveiled its 2026 World Cup ad campaign with its video ad titled: We’re made in Scotland from Girders, made in partnership with the firm’s creative agency, Lucky Generals.
The ad, which features a positive and upbeat song about Scotland’s ‘secret weapon’, starts with three viewers presumably watching Scotland play a World Cup game, discussing the team’s chances. This is where the idea of the ‘secret weapon’ is introduced,
The camera then cuts to a crowd singing: “We’re made in Scotland, from girders – we’re ready to take on the fight!”
The playful ad then goes on to the line “this time we’re actually not …. bad.”
The tagline ‘made from girders’ is a reference to Scotland’s extensive steelworks industry, which ties into Irn Bru – insinuating the drink is made from iron (even though it only contains 0.002% ammonium ferric citrate, which is an iron-based food additive.)
The ad also references a number of issues specific to this World Cup – including difficulties in getting tickets, high ticket prices, US portion sizes, and even Americans claiming their 1/8th Scottish ancestry.
It’s followed by cameos from both John McGinn and Susan Boyle – as well as a guitar solo from Alex Kapranos, frontman for Franz Ferdinand.
Leaders take
Scottish football doesn’t have a particularly fantastic track record on the world stage, so the nod to the unlikely optimism is fun and tongue-in-cheek.
The World Cup campaign has a tough act to follow after Irn Bru’s popular UEFA 2024 Optimism is back in Scotland campaign. Irn Bru has had a string of successful and popular ads which capture the spirit of wild (unfounded – sorry Scotland fans) optimism.
This ad builds on the playfulness of Scottish culture, but it’s a little too on the nose for the typical under the radar, sharp but subtle wit that Scotland (and the UK more broadly) is known for.
There’s a distinct lack of tartan in the ad, which is slightly disappointing for the Tartan Army. That being said, there is a fun cameo from John McGinn – which never hurts in a Scottish ad. There is some tartan scattered throughout, but it isn’t a strong theme.
It comes across as a little cringey and over the top, and could benefit from being toned down a little in favour for some smarter and more understated comedy or referencing.
