Brewdog partners with Ricky Gervais to help find homes for street dogs
Beer brand connected with the star after he gave it a shoutout on Twitter
Aug 17, 2020
Brewdog is giving some space to actual dogs on its beer cans in a promotion inspired by a shoutout to the brand from comedy star Ricky Gervais.
In the latest campaign from Uncommon, the U.K. craft beer brand teamed up with two dog adoption charities, Dogs on the Streets and All Dogs Matter, to feature homeless pooch profiles on its cans. The cans, rebranded as Streetdog, can pre-ordered for a limited time in the U.K. only. All the profits will be split between the two charities.
The campaign came about after Gervais, a long-time advocate of homeless street dogs, mentioned Brewdog on Twitter. As the star explains in a video on Twitter, the two connected and cooked up a plan, which he insists is "not an advert." "Is that not f***ing amazing?" he comments.
Uncommon, which was recently named Ad Age's International Small Agency of the Year, has worked on several campaigns for Brewdog, one of which included pivoting its distillery to make hand sanitizer during the pandemic.