Scottish independent brewery BrewDog have launched a new spoof advertising campaign for their newly released milk stout.

Jet Black Heart is a 4.7%ABV oatmeal milk stout and will sit with BrewDog’s other products Punk IPA, Dead Pony Club and Five AM Saint. The stout delivers a deep, smooth, but roasty flavour.

The campaign named Tick Follows Tock sees co-founders James Watt and Martin Dickie don a pantomime horse costume and brave the ferocious currents of a local swimming pool. The campaign has been launched as a spoof of an iconic Diageo ad, with BrewDog aiming to point out that they’re more interested in investing in beer than TV spots.

BrewDog co-founder James Watt said: “If you have to spend millions of pounds on ad campaigns to get people to drink your beer, the brewing is probably being neglected.

“Martin had a horse costume left over from the Christmas panto. So we thought, let’s save our money for making epic beer that tastes of something and stands for something.”