Diageo-owned Irish lager and cider brand Rockshore has launched a new ad campaign, titled “Refreshingly Irish”, which celebrates the “brutal banter Irish people are known for” and humorously reflects on how this shows affection in a “Refreshingly Irish” way, according to a press release.
The spot, created by London agency M&C Saatchi, features Rockshore’s brand character (and protagonist) Rocko, subverting song lyrics to the tune of the hit single “As Long As You Love Me” by the Backstreet Boys.
“Your friends call you ‘Deadly Dave’ cause you once did Thai Chi, they pretend your new teeth hurt their eyes. They ask you where you finished the derby and is that wallet from 2005. We don’t care who you are, where you’re from, what you did, it’s all cause we love you,” Rocko sings in the 30-second advert, which ends with the tagline “Refreshingly Irish” appearing on the screen, when the voiceover says it.
“With this original, refreshing creative approach, we are confident that M&C Saatchi London and our new brand platform can help us build a meaningful and distinctive place in Irish consumers’ hearts and minds,” Diageo Ireland head of beer, Linda Bradley, said in a press release.