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Rockshore Lager - Refreshingly Irish

With a nod to Irish humour, the soundtrack is centred around the idea that you can take the micky out of your friends because you love them.

  • Client Diageo
  • Agency M&C Saatchi
  • Production Agile Films
Sound On Off

The new campaign from Rockshore celebrates the ‘brutal banter Irish people are known for’ and humorously reflects on how this shows affection in a ‘Refreshingly Irish’ way.


To engage with Irish lager drinkers of all ages, M&C Saatchi London landed on the insight that the seemingly brutal banter Irish people are known for is actually a way of them showing affection.


Featuring ‘As Long As You Love Me’ by Backstreet Boys, and starring protagonist and brand character Rocko, the ad subverts the song’s lyrics, replacing them with banter between friends.

“ We have achieved a lot since launching Rockshore five years ago, but we still have big ambitions for the brand, and we needed a bold, ownable creative platform to match those ambitions. ”

Linda Bradley
Head of Beer, Diageo Ireland

Rockshore guy has mickey taken out of him
Rockshore Lager - Refreshingly Irish
Rockshore Lager - Refreshingly Irish
Rockshore Lager - Refreshingly Irish

“ Refreshing lager, Irish humour and a catchy Backstreet Boys track – what’s not to love?

We were delighted to work with our brilliant partners M&C Saatchi and Diageo to soundtrack the new advert for Rockshore Lager" ”

Sascha Darroch-Davies

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