Why Jeremy Clarkson’s “The Farmers’ Choir” Banned Hawkstone Ad Hits the Right Note
Bringing a quality lager to life is never easy. Jeremy Clarkson knows this better than most. Instead of trying to explain the grind with words, he gave the world a music video: a group of real farmers singing (and shouting) his story for Hawkstone Lager. Blending humor, heart, and a simple tune, this “banned” ad does something few beer commercials ever manage. It celebrates the soul and sweat behind every bottle.
The Challenge of Describing Hawkstone Lager
“It’s difficult to put into the spoken word how hard it is to make Hawkstone Lager.” That’s how Jeremy Clarkson tees up this unusual ad. He knows that brewing isn’t just science and schedules, it’s stubborn patience, shifting weather, and a bit of luck. Yet talking about that reality? It never quite captures the effort or grit.
Clarkson’s answer is simple and bold: let music speak. While words might fall short, a chorus can lift the spirit. A song lets listeners feel the rough hands, early mornings, and late nights it takes to produce a lager worth drinking. Why does music work so well for this message?
- Emotion: A melody makes you feel the story, not just hear facts.
- Memory: A catchy chorus sticks with you long after the last note.
- Togetherness: Singing as a group, especially for farmers, means sharing pride and effort.
Through this approach, the ad moves from marketing to actual storytelling. The tone is light, sometimes silly, yet meaningful. It nails the slogan: “Hard to make, easy to drink.” These words aren’t just clever—they capture the heart of British farming.
“Hard to make, easy to drink.”
The Farmers’ Choir: Singing the Story
Instead of a slick jingle by hired actors, viewers meet the real people growing barley and working the land. The so-called “Farmers’ Choir” is made up of local farmers, the faces and hands of Hawkstone Lager. Every voice in the chorus belongs to someone who knows just how rough and rewarding farm life can be.
The song itself is disarmingly simple. With a few lines repeated, it drives home the message in typical Clarkson fashion. Key lyrics include:
“me it’s good me it’s good me it’s good
it’s good, it’s good, it’s good.”
Hard to make, easy to drink.”
This repetition might seem plain, but that’s the power of folk-style music. Farmers have passed down knowledge and hope for generations with these kinds of tunes—honest, easy, and true.
The final group chorus lands like a punchline and a celebration. The very last line, sung loud with gusto, is “Hawkstone is [ __ ] good.” The missing word? A wink to anyone watching—suggestive, maybe rebellious, totally in tune with the rest of the ad.
Jeremy Clarkson’s Unique Advertising Approach
Clarkson’s humor sets this ad apart from the usual polished world of beer commercials. Instead of perfect lighting and choreographed speeches, this is just farmers and a beat. Clarkson bets on honesty, even if it means a little cheekiness slips in.
Using music in place of a sales pitch lets the message hit deeper. It’s memorable. Plus, it shows off the real people behind Hawkstone Lager. The ad’s simple melody and repetitive chorus get stuck in your head—a clever tactic that doesn’t cost the earth to produce.
Why the controversy? The last chorus famously censors a key word, inviting viewers to fill in the blank. It’s a nudge, a joke—enough to make you laugh or maybe raise an eyebrow. This playful defiance is pure Clarkson, the same energy he brought to shows like The Grand Tour and Top Gear. He breaks the advertising mold, tunes up the brand, and brings viewers along for the ride.
Here’s the spirit of the ad summed up in hashtags, just as you’d find on social media:
#jeremyclarkson #clarksonsfarm #grandtour #topgear #hawkstone
Supporting British Farming Through Hawkstone
It’s more than lager—it’s British farming in every glass. The focus on local farmers isn’t just for show. The extended hashtags, including #backbritishfarming and #backbritishfarmingdrinkhawkstone, serve as more than slogans. They reflect the real efforts going into the fields, the malt houses, and the brewing tanks.
By having actual farmers take center stage, the ad nods to the value of:
- Sustainability: Supporting local agriculture reduces transport and keeps traditions thriving.
- Community Pride: Every pint supports people you might meet at the village shop.
- Regional Economy: Money spent on Hawkstone Lager goes right back into local farms and rural businesses.
Clarkson’s farm, featured so memorably in Clarkson’s Farm and managed alongside Kaleb Cooper, not only supplies and inspires the lager, but also grounds the ad in lived experience. Cooper himself, often found at Clarkson’s side in the popular show, embodies the grit and character mirrored in this musical ad.
The Impact and Reception of “The Farmers’ Choir”
The real charm of this ad sits in the viewers’ response. There’s genuine applause, laughter, and enjoyment as the farmers belt out their tune. The music brings an old-fashioned, almost pub singalong spirit to the proceedings. This isn’t just a product launch—it’s a celebration of teamwork and triumph over daily challenge.
Throughout Clarkson’s campaign for Hawkstone Lager, moments like these showcase the blend of fun and hard work. The presence of more hashtags—#hawkstone and #diddlysquat—ties everything back to his larger projects and signature humor.
And let’s be honest, calling this a “banned ad” draws even more eyes. The promise of something cheeky, maybe even a tiny bit scandalous, always adds that extra level of curiosity. If there’s one takeaway, it’s this: you don’t have to take beer (or yourself) too seriously to make something great.
Note: The banned status of this ad has only helped to draw more people in. Sometimes, breaking the rules just the right way makes all the difference.
Conclusion
Jeremy Clarkson’s “The Farmers’ Choir” Hawkstone Lager ad brings together everything music fans and beer lovers appreciate. It pairs honest, singalong energy with a respect for the land and those who work it. Whether or not the ad fits the normal mold, it stays true to the real spirit of music: keeping things simple, heartfelt, and bold. Next time you enjoy a pint, maybe give the chorus a try yourself. It’s hard to make, but easy to enjoy.
