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IRN-BRU “This Is Not A Soft Drink” 2026

IRN-BRU “This Is Not A Soft Drink” (2026) is an IRN-BRU commercial directed by Elliott Power for Lucky Generals, produced by Love Song. It won 7 awards, including Clio 2026 Gold — Film Craft / Casting, Creative Circle 2026 Gold Film Craft - Casting (single) and One Show 2026 Bronze Pencil — Moving Image Craft & Production.

A young boy challenges the notion of IRN-BRU being a soft drink, leading to a series of humorous and heartfelt declarations about what the iconic Scottish beverage truly represents.

Video: irnbru on YouTube

Shot by shot

  1. A young boy with red hair and freckles picks up a can of IRN-BRU from a supermarket shelf, looking confused by a "Soft Drinks" sign.© IRN-BRU0:00
  2. A young boy with red hair and freckles stands at a convenience store counter, placing an IRN-BRU can down as he looks up at someone off-screen.© IRN-BRU0:05
  3. A young woman with green hair, wearing a striped apron, stands behind a counter in a convenience store, looking at a phone while a child and an adult stand in front of her.© IRN-BRU0:10
  4. A middle-aged man with glasses and a patterned cardigan looks around a dimly lit convenience store with a concerned expression.© IRN-BRU0:13
  5. An elderly woman with short brown hair and a quilted jacket looks surprised and then turns to her right in a brightly lit store.© IRN-BRU0:21
  6. A young boy with red hair and freckles looks up at an unseen person, making a face in a convenience store.© IRN-BRU0:24
  7. A young woman with green and blonde hair, wearing a striped shirt and apron, chews gum and looks around a convenience store.© IRN-BRU0:30
  8. A man with glasses and a patterned cardigan stands with hands on hips, looking up in a dimly lit convenience store.© IRN-BRU0:35
  9. A young boy with red hair, wearing a white tank top and grey shorts, holds an IRN-BRU can and gestures with his other hand in a convenience store.© IRN-BRU0:38
  10. A young boy in a white tank top and grey shorts attempts to steal a bag of chips from a convenience store, while a man behind the counter watches him.© IRN-BRU0:42
  11. An elderly woman in a quilted jacket drinks an IRN-BRU can in a convenience store aisle.© IRN-BRU0:50
  12. An elderly woman with brown hair, wearing a quilted jacket and floral top, holds a can of IRN-BRU in a supermarket aisle.© IRN-BRU0:52

Stills © IRN-BRU. Made by Lucky Generals, Love Song and Elliott Power.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

IRN-BRU is not just a soft drink, it's a symbol of Scottish spirit.

Tagline: “Made in Scotland from Girders”

kid's unfiltered honestyunexpected wisdom from a childcommunity bondingdefiance of normshumorous exaggeration

The cut

Length
60 s
Shots
28
Average shot
2.1 s

What creatives use IRN-BRU “This Is Not A Soft Drink” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IRN-BRU “This Is Not A Soft Drink”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young boy with red hair and freckles picks up a can of IRN-BRU from a supermarket shelf, looking confused by a "Soft Drinks" sign.© IRN-BRUA young boy with red hair and freckles stands at a convenience store counter, placing an IRN-BRU can down as he looks up at someone off-screen.© IRN-BRUA young woman with green hair, wearing a striped apron, stands behind a counter in a convenience store, looking at a phone while a child and an adult stand in front of her.© IRN-BRUA middle-aged man with glasses and a patterned cardigan looks around a dimly lit convenience store with a concerned expression.© IRN-BRU
    Frames from IRN-BRU “This Is Not A Soft Drink”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of IRN-BRU “This Is Not A Soft Drink” in order, with its length, framing and what happens in it.

    A young boy with red hair and freckles picks up a can of IRN-BRU from a supermarket shelf, looking confused by a "Soft Drinks" sign.© IRN-BRUA young boy with red hair and freckles stands at a convenience store counter, placing an IRN-BRU can down as he looks up at someone off-screen.© IRN-BRUA young woman with green hair, wearing a striped apron, stands behind a counter in a convenience store, looking at a phone while a child and an adult stand in front of her.© IRN-BRUA middle-aged man with glasses and a patterned cardigan looks around a dimly lit convenience store with a concerned expression.© IRN-BRUAn elderly woman with short brown hair and a quilted jacket looks surprised and then turns to her right in a brightly lit store.© IRN-BRUA young boy with red hair and freckles looks up at an unseen person, making a face in a convenience store.© IRN-BRU
    Length: 60 s · Shots: 28 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a community bonding

    Before you present an idea, you need to know who has done it, and how.

    IRN-BRU “This Is Not A Soft Drink” is built on a community bonding. Search the library by idea to see every spot that uses it.

    Waba “Waba Ramadhan”© WabaColombian Ministry of Tourism “Raizal”© Colombian Ministry of TourismTelia Lithuania “Neighbours”© Telia LithuaniaCoca Cola “Estamos más cerca”© Coca Cola
    Waba · Colombian Ministry of Tourism · Telia Lithuania · Coca Cola

More commercials by Elliott Power

More from Lucky Generals

Award-winning drinks commercials

  • Sitges - International Fantastic Film Festival of Catalonia "Chess" (2024) commercial still© Sitges - International Fantastic Film Festival of CataloniaSitges - International Fantastic Film Festival of Catalonia “Chess” 2024Dir. Marc OrtizEurobest Grand Prix 2024
  • Pocari Sweat "Find Your Own Way" (2022) commercial still© Pocari SweatPocari Sweat “Find Your Own Way” 2022Dir. Ken Nakano · Dentsu Inc.AdFest Grand Prix 2022
  • Gatorade "Replay" (2010) commercial still© GatoradeGatorade “Replay” 2010Dir. Kris Belman · TBWA\Chiat\DayANDY Awards 2010
  • Coca-Cola "Coca-Cola TV campaign" (2009) commercial still© Coca-ColaCoca-Cola “Coca-Cola TV campaign” 2009Fortune PromosevenDubai Lynx Grand Prix 2009
  • Dairy Milk "Gorilla" (2008) commercial still© Dairy MilkDairy Milk “Gorilla” 2008Dir. Juan Cabral · FallonD&AD Black Pencil 2008
  • Evian "Waterboy" (2004) commercial still© EvianEvian “Waterboy” 2004Dir. soandsau · BETC Euro RSCGEurobest Grand Prix 2004

Questions

Who directed the IRN-BRU “This Is Not A Soft Drink” commercial?

Elliott Power directed it, produced by Love Song, for the agency Lucky Generals.

Which agency made IRN-BRU “This Is Not A Soft Drink”?

Lucky Generals created it for IRN-BRU (2026).

What awards did IRN-BRU “This Is Not A Soft Drink” win?

7 awards, including Clio 2026 Gold — Film Craft / Casting, Creative Circle 2026 Gold Film Craft - Casting (single), One Show 2026 Bronze Pencil — Moving Image Craft & Production and Clio 2026 Bronze — Film / 16 Seconds to 30 Seconds.

What is the tagline of IRN-BRU “This Is Not A Soft Drink”?

“Made in Scotland from Girders”

Sources for the credits and awards

britisharrows.comclios.comcreativecircle.co.ukcreativecircle.co.ukcreativecircle.co.ukoneclub.orgoneclub.orgclios.comdandad.org