The bare-faced cheek of the BrewDog boys was apparent for all to see after they projected a giant naked picture of themselves onto the Houses of Parliament.
On Monday night, hunky duo James Watt and Martin Dickie bared all in the middle of the capital in the name of their craft beer revolution.
The 50-foot image, featuring the business partners naked except for a single box of BrewDog beers, was displayed on the south-facing side of the Houses of Parliament for more than 30 minutes.
BrewDog, which started life in a Fraserburgh industrial estate in 2006, is renowned as Scotland’s top craft brewery but after its latest stunt it may be better known for its totty at the top.
The north-east firm now has half a dozen bars from Aberdeen and Glasgow to Newcastle and Camden.
James Watt, co-founder at BrewDog and pin-up for beer-guzzlers, said: "The craft beer revolution has already changed British drinking culture for the better, so we wanted to make everyone sit up and take notice.
"It’s nearly fifteen years since Gail Porter was projected onto Parliament; there was no craft beer scene and Britain was still a wasteland for good beer. It was viewed as fizzy, yellow, liquid cardboard poured down necks as fast as possible and finished off with a kebab while CAMRA (Campaign for Real Ale) held back innovations amongst smaller brewers."
Although impressive, the image was not to scale, much to the disappointment of many who had been eyeing up the enormous bottles of beer with excitement.
The tongue-in-cheek image parodied of the infamous image of Gail Porter projected onto the building in 1999.
Watt added: "Martin says he’s got a better bum than Gail Porter, too."
Incidentally, Martin Dickie's part in the stunt is bound to raise a few eyebrows when talks at the Enterprising Youth Conference (EYC) on November 13 at the Beach Ballroom, here in Aberdeen.
To find out more about the event, check out the EYC homepage.