Raising a Glass to Tradition with a Twist: Creating Fionn MacCool’s Refreshingly Playful Campaign

At Black Box Productions, we are fond of turning client briefs into captivating, story-driven campaigns.

For Fionn MacCool’s, a popular Canadian pub franchise, the concept was rooted in the familiar feel of a local pub with a community of loyal regulars. The client emphasized the importance of celebrating their returning patrons, so we set out to craft a light-hearted, humorous campaign that would speak to those who keep coming back while still breaking away from the “usual” pub experience. Our approach was to highlight tradition in a fresh, playful way that would align with their loyal patrons.

The Concept:

Our team decided to play with stereotypes, particularly around masculine drinking habits.

Inspired by a real-life experience from our producer, Josh Usheroff, who once felt self-conscious about mistakenly ordering a fruity cocktail in a group of sophisticated whiskey-drinkers, we knew this theme had universal comedic potential. Thus, the commercial follows three rough-and-tumble friends who always order beers—until one of them surprises the group by switching things up with a vibrant, fruity cocktail.

This humorous reversal of expectations would reflect how traditions can evolve, and sometimes for the better.

A key part of our pitch was visualizing three distinct pub-goers, each representing a unique character at Fionn MacCool’s. To communicate our vision effectively, we used AI-generated images to conceptualize these personas, helping to make our ideas more concrete for the client.

While our team remained the driving force behind character development, the AI visuals served as quick references, allowing us to ensure alignment between our vision and the client’s expectations. Although these images didn’t make it into the final video, they were helpful for refining and clarifying our approach during the planning stage.

The Script:

The spot opens on a group of three rugged, stereotypically masculine Canadian men gathered at Fionn MacCool’s, indulging in rodeo burgers, chicken wings, and mushroom pies. The visual cues—their boisterous camaraderie and usual order of beers—establish the "tradition." A voice-over declares, "When it comes to good friends, tradition is sacred…." The bartender brings their usual beers, and all seems normal.

But then comes the twist. On their next visit, the bartender, expecting their usual order, is surprised when one of the men confidently requests a Raspberry Blood Orange Cosmo for himself. His friends exchange amused and confused glances, but instead of backing down, he gives a happy nod of approval as he drinks his order of choice.

The moment lifts the mood, and as the ad continues, the group fully embraces their new choice—hinting that these vibrant cocktails could become a part of their regular routine. It all wraps up with the tagline, “Fionn MacCool’s, start your new tradition today.”

The Production:

Despite the creative ambition, we worked with a scaled-back crew of just five people. This allowed us to move efficiently while keeping the focus on the tight, character-driven narrative. The compact team consisted of a director, cinematographer, gaffer, 1st camera assistant, and a production assistant, proving that even with limited resources, you can produce high-quality content that hits all the right notes.

Visually, we kept it simple yet impactful. By placing the group at the same table in each scene, we reinforced the core elements of the experience—great food and great company—staying constant. To signify the passage of time, we had the actors change into seasonally appropriate attire, moving from winter to spring to summer.

The Result:

The ad balanced humor with a message of inclusivity and change. We didn’t make the new cocktail the butt of the joke, but rather celebrated the idea of trying something new. The final message, "Some traditions evolve, but thankfully, some things never change," captured the spirit of Fionn MacCool’s perfectly: a place where long-standing traditions are cherished, but there’s always room for something fresh.

Our clients raved about the spot, loving the condensed story and on brand messaging. Fionn MacCool's Marketing Director, Trista Jorgensen, wrote, "Thank you for the great work on our recent commercial; it’s been a huge hit, and our team is thrilled with the result!”

The campaign first aired in April 2024 and reached a massive audience during the World Series Championships, quickly becoming a favorite among clients and viewers alike.

Reflecting on the campaign’s success, Director Rouzbeh Heydari shared, “We understood the brand, the target audience, and chose the right tone and theme. Executing it perfectly—that’s where the magic happens.”

Final Thoughts:

This project exemplifies how we at Black Box Productions turn simple briefs into rich narratives with creativity, storytelling and the unexpected. Fionn MacCool’s is more than just a pub; it’s a place where old and new traditions meet, and we couldn’t be prouder of how this campaign turned out.

So next time you find yourself at Fionn MacCool’s, why not start your own new tradition? And if you want a fun concept for your next video campaign, talk to us and let us help you bring your vision to production.