Then came the independence referendum. For the first time, English advertisers, who’d always championed the use of Scottish voices in their commercials, heard a lot of Scottish people saying quite unkind things about England. Even though the nationalists lost the vote, they were the more voluble side, so the die was cast. It’s only got worse with Nicola Sturgeon’s sour stewardship of the SNP.
Last month, a further nail was hammered into the Scottish coffin with reports that Alex Salmond, whose entire political career has been predicated on his ‘Professional Scotsman’ persona, is facing claims of sexual misconduct.
It is the recent World Cup, however, that may have done the most damage. As England progressed to the semi-finals, many Scottish fans refused to support them. In fact, they took pride in supporting anyone but England. To the English advertiser, a Scottish voice now sounded more treacherous than trustworthy. News International, BT, Guinness and the Co-op are among those who appear to have dropped Scottish voices from their advertising.