Brewery and pub chain BrewDog last night launched what it claims is “the most honest ad you’ll ever see.”

The ad, created by Uncommon Creative Studio and premiered during Game Of Thrones, simply features a can and the word “ADVERT” for 30 seconds, accompanied by the metal track ‘Bleed’ by Meshuggah.

The campaign will run across TV, cinema, social, and OOH, and will be supported by additional executions on billboards and bus sides.

Commenting on the campaign, BrewDog co-founder James Watt said: “We don’t want to live in a world dominated by bad beer any more than you want to live in one with lame advertising.

So we have drawn a line in the sand with this new campaign.

“We’ve done what we’ve always done: the exact opposite of what convention and rules expect. This is what a BrewDog TV ad looks like.”

Uncommon co-founder Nils Leonard added: “The ad break in Game of Thrones is one of the most prestigious media slots in the cultural calendar. Brands often spend big here, investing in massive narratives and slick films often referencing the show they sit around.

So we didn’t.

“The magazine you notice on a busy shelf is the one with the least on the cover. Ad breaks for shows this big are a jazz salad of messages, so we set out to make the simplest, most honest message we could.”