Tennent’s is tapping into World Cup fever with a new campaign starring Game of Thrones’ actor Rory McCann that marks the men’s team’s long‑awaited moment of return to the tournament for the first time in 28 years.
“Time to Dream” has been devised by agency Leith and is the latest chapter in the C&C Group brand’s long‑running support of Scottish football and sits at the heart of the brand’s activity this summer.
The film launches today across cinema, VOD and social, with linear TV following from June 1, and will run throughout the tournament.
Shot in a real Glasgow pub, the film follows McCann as he delivers a grounded and heartfelt speech that mirrors the journey of Scotland fans.
As he speaks, the pub shifts from the late 1990s to the present day, building from quiet reflection to full conviction. The film ends with McCann raising a fresh pint of Tennent’s as the pub erupts around him, landing the line that anchors the entire campaign: “We are not ready to wake up yet”.
Beyond the film, Leith has created a full suite of assets, including a 30” TV cut, scenario-planned edits, nationwide OOH, airport executions for travelling fans, social content marking the squad’s departure and reactive work for key moments.
The campaign also introduces a limited-edition retro shirt, which appears in the final shot and will be available through the Tennent’s website.
Behind the work sits a simple challenge: Scotland is finally back after 28 years, and Tennent’s needed to capture a moment that means more than celebration. The strategy began with the playoff win against Denmark – a night that reignited belief across the country – and shaped a campaign that reflects the lived experience of supporters who’ve carried hope through false starts, heartbreaks and near misses. Rather than manufacture optimism, the work honours the emotional truth of a generation that has waited nearly three decades.
Tennent’s is already part of the viewing ritual for most supporters, so the campaign is designed to meet fans exactly where they will be – in pubs, living rooms and late-night gatherings across the country.
Tennent’s senior brand manager Hazel Alexander said: “Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. ‘Time to Dream’ is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer.”
Leith account director Aimee Wood added: “Our starting point was simple: this moment deserved more than a celebration. It needed to feel lived‑in and emotionally true. We built a campaign that meets fans where they actually are – in pubs, living rooms and late‑night gatherings – and captures the belief that’s carried us to this summer.”
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