Carling launches World Cup spots

Carling is attempting to keep its football heritage alive with a World Cup campaign, created by Leith London, breaking in mid-May.

Barclays took over Carling's sponsorship of the Premiership last year, as the lager brand switched its marketing focus away from football and into music.

However, Jeremy Pyne, the managing director of Leith London, explained: "Carling has invested a lot in football over the years and it would be stupid to drop the association. This campaign is designed to maintain the brand's presence in the game."

The campaign, which breaks on 17 May, shows workers going to great lengths in order to dodge work and watch the daytime matches while enjoying a can of Carling.

In one ad, a painter is shown lying on the ground and placing a ladder over himself before crying out in pain. The spot ends with him at home opening a can, watching the game. Another ad shows a man jumping in front of his boss' car as he pulls in to park.

A third spot shows a middle-aged man bending over in front of a closed door, so that when it is opened he will get hit on the head. The same man is shown in another execution spinning round on his chair so he can appear like he is having a dizzy spell when his PA comes into the room.

The spots were written and art directed by Pete Cain and Louis Bogue, who joined the agency a month ago.

They were directed by James Pilkington through Partizan.

Media planning and buying is by BBJ. The TV-specific advertising is designed to come out before the rush of World Cup ads, but will only run for the first few games. They will air on mainstream channels including ITV1.

Carling's move into music sponsorship has seen it drop its football loyalty scheme called Club Carling. It has set up a website, Carlinglive.com, which gives guides to music events, and it is also backing the NME Carling Awards.