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No God, gold or Sean Connery: Scotland’s strict new advertising rules

The Scottish Government has been warned: it's time to ditch God, golf and Sean Connery when it comes to promoting their country overseas.

The Scottish Government has been warned: it’s time to ditch God, golf and Sean Connery when it comes to promoting their country overseas.

Their warning came when together with VisitScotland, Universities Scotland and Scottish Development they were creating the new Scotland Is Now campaign targeting visitors from London, America, and China.

old man hoy

Orkneys. Image Source: Visit Scotland

Those behind the £ 6million campaign decided to enlist the help of Brighton-based Lucid People for feedback on an early draft of a promotional video.

They may now regret that decision with the consultancy giving them some tough love.

According to The Scottish Herald, the consultancy told those behind the ad not to mention God in the US.

Godhands

This came after the ad made a passing reference to Scotland’s role in the hunt for the elusive Higgs Boson, or “God particle”, named after Scottish physicist Sir Peter Higgs.

Next, a scene promoting golf was attacked because of its “minority appeal” which gives an “over-familiar image of Scotland”.

Just when you thought this consultancy firm couldn’t go any further, they did.

They banned Sean Connery.

The ad copped flack for claiming Scotland had produced the best ever James Bond in Sir Sean Connery.

Adjectives used to describe the video ranged “weak”, “wafty”, “cheesy” and “desperate”; to “self-congratulatory, bossy and patronising”.

OUCH! Talk about a flop!

What do you think of the tough love? Let us know below.