The first of your summer whines.

To celebrate the beginning of summer, I was tasked to write up some headlines for a regional campaign across London, Manchester and Birmingham for Magnum. As part of the brand’s new ‘‘En Route’’ strategy, which celebrates insight that Magnum is a drink generally purchased on the way to a party, or a function, or somewhere that generally involves rapid movement of limbs… The line had to feel celebratory, inclusive, playful. The approved line was all of those things. But in typical Stay Up fashion, I had to make it feel subversive.

Magnum is a product that mystifies those who don’t understand its popularity. So I wanted to lean into its enigma and flip the idea of the wine connoisseur on its head. To write a line that acts as fan service for those who minutely understand and love the product + cultures it permeates, also celebrating the start of summer, while riffing on a reference that your typical wine connoisseur would understand.

‘Cause Magnum the tonic wine and a classic British show like Last Of The Summer Wine are diametrically opposed in just about every single way. But, here they are, in one line, cheersing each other with witty glee.

Half the size. All the bottle.