No kidding – the obscure UKG tune behind Strongbow’s £12M purple goat viral smash

Now that’s a headline you don’t get to write every day

It’s arguably the most surreal advert on TV since Flat Eric drove the streets to help Levi’s flog their jeans.

A purple goat, serenely static on an icy sea, taps its hoof on a can of Strongbow’s new low calorie cider, seemingly singing along to a ruffneck UK garage track.

The goat is the figurehead of the famous drink’s new ad campaign, which has also involved a launch that mysterriously turned the famous tube logo into purple squares at Oxford Circus underground station. the goat s also set to be a centrepiece of the Strongbow Yard at this year’s Isle of Wight Festival.

The advert came with a suitably hilariously weird quote from ad agency saying that the power of the goat was well known in music circles and it was about time it was recognised in the drinks world too.

But the goat is only half the story. The soundtrack is a stroke of genius, a ragga-infused garage stomper that – it turns out – first emerged in the summer pf 2021.

‘Daga Da’ is part of the four track ‘We’ll Be Alright‘ EP from Sammy Virji, a UK producer well known in underground DJ circles but with little profile beyond that yet. That is surely about to change – we predict it will be a mainstream hit within a matter of weeks.

The latest story on his Instagram account simply reads – ‘I still can’t believe it – but my tune has has been chosen for the Strongbow advert!”