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Jägermeister’s first UK TV campaign follows a group of surfers on a road trip. The Red Brick Road created the spot, which is aimed at 18- to 35-year-old men and shows professional surfers driving across Iceland and surfing its icy waters. At the end of the ad, the friends gather in a bar and drink shots of Jägermeister as the voiceover delivers the brand’s strapline: "It runs deep." The rock band Fightstar provided the soundtrack. Richard Megson and Matt Davis were the creative directors of the spot, which was directed by Seb Edwards through Academy.