He may not everyone’s cup of tea or pint, in this case, but you’ve got to tip your glass to Jeremy Clarkson.
The face of Diddly Squat farm just released a gloriously unfiltered spot for his Hawkstone Lager brand: recruiting 34 farmers to chant a profanity-laced opera, complete with AI-sync’d vocals shouting “F*** me, it’s good.” Unsurprisingly, regulators banned it from broadcast. But online? Over 1M views, half a million in the first day, and massive coverage across mainstream and social media.
This wasn’t just Clarkson being Clarkson, it was a savvy move that plays perfectly into Hawkstone’s outsider identity. Rejection wasn’t a risk; it was part of the strategy. The ban became the buzz. And in a category full of bland, forgettable beer ads, Hawkstone stood out by doing exactly what people expect from Clarkson: push it too far and get talked about.
Outtakes:
- If you’re going to be banned, own it – Controversy can work when it aligns with your brand’s personality.
- Clarkson is the brand – His voice, worldview and audience give Hawkstone a ready-made cultural identity.
- Sometimes, the reaction is the reach – A ban doesn’t block your message. It can become the campaign.
