Irn Bru print ad is what it is

I have a realist colleague who plays with a straight bat and shrugs his shoulders and gets the job done. He's not a moaner or complainer when negativity strikes, when frustration visits. His stock phrase is 'it is what it is' - I don't have the power to change it, so we'll deal with what it is. The spade is a spade and we won't pretend it's not.

I came across this today. I love it. Of course it's basic by modern ad and print standards but it is what it is. It's always nice using it as example of how much things have changed though, and one's mind then drifts to what's next. Ad folk from the east of Scotland have worked on this now iconic brand from the west of Scotland and it's been an advertising phenomenon in any language. Lovely to think that in a sense, it started here. It is what it is.