T in the Park Celebrated in Tennent’s Campaign

Tennent’s Lager is set to showcase its role as a founding partner of T in the Park, Scotland’s largest music festival, in a new 2011 advertising campaign which will hit screens across the country today (Thursday, 16 June).

As T in the Park looks forward to celebrating its 18th year this July, the Tennent’s campaign sees the return of Hugh Tennent, the pioneering and inventive founder of Scotland’s favourite pint and his butler Barnes.

HHugh concocts the genius idea of staging a party with "music for the people, lager and a state-of-the-art sound system"...except he plans to do so in the confines of his home drawing room!

Bringing classic Tennent’s humour to the fore within a stylised 1880s setting, the 30-second advert – entitled "Too Loud" – shows how Hugh’s festival plans begin to take shape as a four-piece band takes to a makeshift stage for its warm-up.

As the enormous gramophone speakers of his stage are cranked up, Hugh, with a pint of his fabulous brew in hand, gets ready to watch alongside Barnes as the band tunes up for what could be the birth of Scotland’s biggest-ever music event.

"Welcome to my T in the Drawing Room Festival, Barnes," he enthusiastically broadcasts before shouting: "Start the sound check boys!"

As the Victorian headliners blast out their first few chords, it becomes clear that Hugh’s drawing room is not the ideal location to accommodate the volume of a music festival, and the advert closes with a perceptive suggestion from Barnes: "Maybe we should try this outside next time, Sir. In a park perhaps?"

Tennent’s marketing manager Jane Cannon comments: "Last year we introduced Hugh Tennent to the nation in what was the 125th anniversary year of Tennent’s Lager. The real Hugh Tennent was an entrepreneur, innovator and true visionary and our humorous take on the birth of the brand really struck a chord with audiences.

"Now, in 2011, we again put the spotlight on his creative vision, imagining how Hugh would have conceived a festival like T in the Park in his day. Given his pioneering spirit and bold outlook on life, we are sure that he would have been very proud of the festival as it is now."

The new advert comes as DF Concerts and founding partner Tennent’s Lager celebrate the 18th year of T in the Park. This year, the sell-out event will see 85,000 music lovers per day flock to Balado over the festival weekend to witness hundreds of top acts including Arctic Monkeys, Coldplay, Foo Fighters, The Strokes, Beyonce, Pulp, The Script, Plan B, Slash, Jessie J and Tinie Tempah.

George Kyle, head of sponsorship at Tennent’s Lager, says: "T in the Park’s development and success since it was founded in 1994 is incredible. From 18,000 people at Strathclyde Country Park to 85,000 of the world’s most passionate music fans in 2011 at Balado, the festival has grown to become not only one of the best in the UK but also a leading music event worldwide.

"We’re sure Hugh Tennent would have fully approved, and would certainly have enjoyed a pint of his fabulous brew whilst watching the main stage action."

The advert was created by Edinburgh-based agency Newhaven and was brought to life by acclaimed cinematographer Ivan Bird. Actor Sam Heughan returns to play Hugh Tennent and fellow Scot Tim Downie returns to the role of Barnes, Hugh’s trusted sidekick.

The campaign will be supported by digital, outdoor and PR activity. In addition to the new ad, Tennent’s is also supporting the on and off-trade with win ticket promotions as well as bringing a brand new experience to selected pubs and bars across Scotland – the Tennent’s Mini Main Stage experience.

In the spirit of T in the Park, the Tennent’s Mini Main Stage will be making its way around selected venues around the country. The special "performance" pod will allow members of the public to be the star of their own Mini Main Stage T in the Park experience. It will be touring 10 music-focused bars in Scotland from 17th June until early July.

Tennent’s will also be running a special "Crank It Up" competition to win T in the Park tickets on its facebook page for music fans to tell Tennent’s about their favourite tunes that make them want to "Crank It Up Loud".

Tennent’s new "Too Loud" advert will premiere on TV from today while the new "Crank It Up" competition will launch on the Tennent’s Facebook site last night.

Tennent’s Lager is Scotland’s leading alcohol brand with sales four times larger than its nearest competitor. It has been brewed since 1885 at the historic Wellpark Brewery in the east end of Glasgow, which was built by H&R Tennent in 1740 and today is the oldest running commercial concern in Glasgow.

Looking to source beer and lager in Scotland? Use Scotland Food & Drink's Buyers' Guide.