Jeremy Clarkson’s Hawkstone lager ad banned
By James Herring on Tuesday, July 15, 2025
Jeremy Clarkson just dropped what might be the most unfiltered beer ad of the year, but you won’t see it on TV.
The face of Diddly Squat farm enlisted 34 farmers to belt out a swear-packed, opera classic for Hawkstone lager.
The farmers don’t hold back, chanting “F*** me it’s good” before Clarkson himself delivers the final punch: “Hawkstone. It is f***ing good.”
Unsurprisingly the NSFW spot has ended up on the broadcasting blacklist, deemed “not compliant” with ad regulations – but has already generated over 1M views on social media.
The same track “Flower Duet” from the opera Lakmé is a soundtrack favourite of British Airways.
Clarkson’s not having it. Calling it “the best thing I’ve ever made, apart from a shepherd’s pie in 1988,” he slammed the regulators as “fun police.”
This project, conceived and executed by T&P, in collaboration with creative and technology partner, Good Boy Consultancy, leveraged AI technology to perfectly sync the farmers’ singing to new, bespoke lyrics.
Hawkstone Premium Lager, co-owned by Clarkson and Johnny Hornby, has seen strong sales growth tripling to 21.3M in 12 months. This success has propelled Hawkstone to become one of the fastest-growing privately owned breweries in Britain.
It’s stocked in major UK supermarkets such as Waitrose, Morrisons, Sainsbury’s, Ocado, and Majestic Wine. Available in 2,000 pubs, up from 500 the previous summer
The ad had racked up 500k views on the presenter’s Instagram channel in 24hrs.
