Carling spot launches sponsorships

Leith London has created a new ad for Carling to launch the lager brand's 2004 football sponsorship activity.

The 90-second spot, which breaks on Sunday 29 February, unveils the brand's new endline: "Carling. Love football."

The aim of the TV campaign is to provide an overarching strategy for all marketing activity. It emphasises Carling's affinity with football by dramatising how real people can't resist getting involved in the game.

"Big match" opens on two men in their flat. They accidentally knock their football into the street below, prompting the start of what quickly becomes a huge game of football.

As more and more people join in, some remove their tops so that the match is turned into shirts versus skins.

The ad ends with hundreds of people charging through the streets towards a car park barrier that represents the goal. One of them scores and the endline reads: "Carling. Love football."

The execution, which uses the track Woo Hoo by the 5.6.7.8s, was written by Pete Cain and art directed by Louis Bogue. The director was Kevin Thomas through Thomas Thomas Films.

The ad breaks during the final of the Carling Cup and will be shown during other football tournaments including Euro 2004.

Media planning and buying was through Vizeum.

The ad is part of a £15 million investment in football by Carling, which includes Football Association of Wales sponsorships, club deals and off-trade promotions during Euro 2004.

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