Trending PR Campaigns
Susan Boyle for Irn Bru World Cup Anthem
Irn Bru released a World Cup-themed advert featuring Susan Boyle singing a new ‘summer anthem’ for the Tartan Army, performing atop the Forth Rail Bridge in glitter and feathers and even breakdancing — a deliberately playful, nostalgic nod to the brand’s cheeky 1980s ads aimed at generating buzz around Scotland’s fans.
Why it worked: It hijacked the World Cup news cycle with an unexpected casting twist—Susan Boyle breakdancing on the Forth Bridge—reviving a beloved 1980s ad meme.
The lesson: Consider reviving a cult ad asset with a wildly unexpected talent doing a rule-breaking stunt tied to a major calendar moment.
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