Irn-Bru sends the Tartan Army to the World Cup – singing about girders

Irn-Bru has turned its 1980s “Made in Scotland from Girders” jingle into a full-blown anthem for the Tartan Army, timed for a summer of World Cup football across America.

Created with Lucky Generals, the music video stars Susan Boyle, Aston Villa and Scotland captain John McGinn, Franz Ferdinand frontman Alex Kapranos, comedian Paul Black, viral singer May Miller and dozens of real supporters.

Directed by GRANDMAS at Academy, the film follows fans battling airport security, eye-watering ticket prices, sleepless nights and Miami heat, defiantly singing their way through all of it.

Real fans sit at its heart. A nationwide casting call asked supporters to perform karaoke, with May Miller picking five winners to appear alongside the celebrity cast.

To nail the tone, Lucky Generals canvassed hundreds of fans, some admitting they would sell a car or half a house deposit to follow Scotland.

The work builds on the brand’s girders platform comeback and lands amid and a crowded summer of rival activity.

Media agency the7stars planned it like a music release, running airport posters, teasers, BVOD and reactive cutdowns throughout the tournament.

Kenny Nicholson, Head of Brand at Irn-Bru, said: “Scotland fans are unlike any other supporters in the world. This campaign is a celebration of the humour, resilience and maverick bravery that makes the Tartan Army so special.”

Danny Hunt, CD at Lucky Generals, added: “After 28 years the Tartan Army is about to show the world what’s under their kilt, and we thought they’d need an anthem to match.”

In other news…

To protect fans from the emotional highs and lows of the team’s first World Cup in nearly 30 years, Aldi Scotland is launching the nation’s first ‘Hope Insurance Policy’, which will pay out every time Scotland’s men’s team faces a knock back during the tournament.