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'Caledonia' Calls for Scottish Ale's First TV Campaign
By: PR Newswire
Dec. 14, 2012 02:01 PM
GLASGOW, Scotland, December 14, 2012 /PRNewswire/ --
Leading Scottish ale Caledonia Best today (14th December) unveiled its first ever television advertising campaign set to a new recording of one of Scotland's best-loved songs, 'Caledonia'.
On-air in Scotland from Saturday 15th December in time for the busy festive season, the 60-second film shows the journey of a young Scottish man through his years of changing loves, looks and lifestyles, before he finally finds contentment.
In a major coup for the brand, the campaign's soundtrack features a reworking of Dougie MacLean's classic 'Caledonia', performed by rising stars of the Scottish music scene Anderson, McGinty, Webster, Ward and Fisher. Caledonia Best chose the Dundee band who appeared on the T Break stage this year at T in the Park, believing their sound was perfect for the reinterpretation of the well loved Scottish song.
The advert is directed by Noah Harris, and is filmed in a fast-paced timelapse format, with the gaze of the camera rarely wavering from a man and his position at the bar of his local pub. As his pint is poured and begins to settle, various stages of his life are shown - the best friends, the short-lived girlfriends and the questionable clothes and haircuts. As the ad draws to a close, the man is seen settling into life with the confidence that comes with time and experience- like a pint of Caledonia Best, every man takes time to settle.
Caledonia Best, made with 100 per cent Scottish barley, has flourished in the Scottish ale market. Since its launch in October 2011, is has achieved more than 10 per cent distribution in the Scottish on-trade across 1,300 Scottish outlets, leading the market for share growth.
Tennent Caledonian Marketing Director Paul Condron commented:
"As we set out to create our first TV ad for Caledonia Best, we wanted to capture the role of the local pub in the social lives of so many Scots. We know our drinkers will easily relate to the highs and lows that are experienced before life feels more settled, and can identify Caledonia Best at the heart of so many special moments."
Notes to editors:
Notes on AMWWF
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