I work for a company that provides a marketing & communication platform, so naturally I’m interested in viral video campaigns. William Lawson’s keeps coming up with great commercials with a consistent theme: real man are rough and have humor. I think their campaigns are a great example on how a brand can connect with its audience.

Here are some of their best commercials.

On Chinese Philosophy

A Highlander is always ready

On marrying a Highlander

When facing the British

When facing the All Blacks (Maori’s)

Working in the woods

On formalism

William Lawson Clan in The Netherlands