"This is not a soft drink"

22 August 2025

60s

New agency, same spirit.

When Barr's parted company with the Leith Agency after a lengthy and fruitful relationship, many feared it would mean the end of the brand's distinctive tone. But that hadn't reckoned on Lucky Generals wanting to provide a refreshing approach while sustaining much of the existing legacy.

The resulting ad - directed with verve by Elliott Power - is a perfect demonstration of how to renew a campaign while giving a very respectful nod to what went before. While DAVID would never underestimate the jaundice-coloured spectacles through which the industry very often examines new work after being displaced from an account, we suspect there will be much admiration for this film from the former incumbent agency... albeit begrudging.

There certainly ought to be. The performance at its centre - from a street-cast kid who had never acted before - is magnificent. He riffs on the idea that the advertised product should not be considered a 'soft drink'... an idea which is brilliant in its simplicity, and provides the opportunity to run and run.

Director Power coaxes a performance from his young lead that sits right at the limit of the point where precociousness becomes cringey, and that is vital. Street casting helps a lot in this regard, as it's often the drama school vibe that tips young actors over this line. Instead, of course, you have to guide a kid through a rapid learning curve, and even if Power unearthed an absolute natural (with help from casting directors Sally McCleery and Claire Catterson), he will still have had to build a fantastic relationship with the kid, and maintain the right environment on set to make it work.

This ad will be a huge relief to those north of the border who were fearful of what an English agency would do with Irn Bru. Clearly, the brand is in safe hands.

UK

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