Pure Dead Brilliant

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"Pure Dead Brilliant" is a phrase peculiar to the people of Glasgow, Scotland. It came into common use around the late 1970s/early 1980s and was satirised by comedian Elaine C. Smith in the popular BBC sitcom City Lights. Often followed with the phrase 'by the way', Pure Dead Brilliant is generally used to describe something that is extraordinarily special, such as:

"This Irn Bru is pure dead brilliant, by the way!"

The phrase was controversially adopted by Prestwick International Airport, Scotland as its marketing slogan^[1], and it has also been used as the title of one of Debi Gliori's Pure Dead series of children's books, Pure Dead Brilliant.