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Extreme Metal Legends Meshuggah Feature in Brewdog's Ridiculously Honest Ad

The Swedish band are the first from label Nuclear Blast to be licensed by Believe

Extreme Metal Legends Meshuggah Feature in Brewdog's Ridiculously Honest Ad

BrewDog have shared 'The Most Honest Ad You'll Ever See' created by Uncommon London and featuring a track from Swedish extreme metal pioneers Meshuggah. 

BrewDog and Uncommon have previously shared a sharp criticism for advertising’s failings – this common ground leads to a new and unconventional approach creating the most honest ad you might ever see. Simply 30 seconds of the beer can and the word ADVERT set to killer metal track ‘Bleed’ by Meshuggah. The track itself is deemed one of the heaviest riffs ever written in a variety of online lists.

Meshuggah have been releasing genre pushing metal music since the early 90's and are the first band from legendary metal label Nuclear Blast to be licensed by Believe Sync. Believe recently took control of the catalogue and Believe Sync now handle creative and licensing work for its formidable catalogue worldwide. 

James Watt, co-founder at BrewDog added: “Only 14% of the UK population have discovered craft beer, there’s a huge untapped market. The craft beer revolution will only take hold if we convince the world to ditch the mainstream and embrace the alternative. We don’t want to live in a world dominated by bad beer any more than you want to live in one with lame advertising. So we have drawn a line in the sand with this new campaign. We’ve done what we’ve always done: The exact opposite of what convention and rules expect. This is what a BrewDog TV ad looks like.”

The campaign will run across TV, Cinema, OOH and Social. The TV debuts during Game of Thrones on Monday May 13th. The OOH will feature on bus sides across London and Manchester, with one key poster site in the iconic Manchester Piccadilly Gardens.

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Music Supervision: Harley Beckmann Hawksley (Theodore)


Brand: Brewdog

Creative Agency

Creative Agency: Uncommon

Category: Alcoholic Beverages , Beers

Genre: Music & Sound Design