M&C Saatchi has created a television ad for Foster’s Super Chilled, which will hit screens North of the border next week. The Scottish campaign, planned by Starcom MediaVest, is designed to increase Foster’s market share in a region where it is already making inroads against other well-established lager brands including Miller and Tennent’s. The M&C Saatchi advertisement features an overheated Aussie trying to stay cool in the searing Antipodean heat by going ice-skating. A group of Australians looks on as the man strips off on the ice, before telling him that if he wants to stay cool, he should try a pint of Foster’s Super Chilled. Scottish Courage has embarked on a £40m marketing campaign designed to promote the brand and increase sales.