Calling an ad an ad as part of an ad is one of the most honest things an advertisement can do. A new U.K. campaign for craft beer brand Brewdog is being touted as “the most honest ever.”
Created by Uncommon, it includes outdoor ads that read simply just “Advert” in black text on a white background, with a product shot. One execution, running on bus sides in London and Manchester, simply reads “Advert on a bus.”
Meanwhile, the brand ran a TV spot during “Game of Thrones” which consists of 30 seconds of the beer can and the word ADVERT set to a throbbing heavy metal track “Bleed” by Meshuggah.
Nils Leonard, co-founder at Uncommon, says in a statement: “The ad break in GoT is one of the most prestigious media slots in the cultural calendar. Brands often spend big here, investing in massive narratives and slick films often referencing the show they sit around. So we didn’t.”