Carlsberg's Euro 2016 campaign depicts ex-footballer Desailly as French revolutionary

Marcel Desailly, the ex-footballer, is depicted as a French revolutionary leader in Carlsberg's global TV ad for Euro 2016.

Carlsberg is the official beer sponsor for the tournament, which kicks off next month, and its latest spot plays on the brand’s familiar advertising theme "If Carlsberg did".

Desailly swipes tickets to the tournament from under the noses of French VIPs, sharing them with his fellow football supporters.

Football fans are also given several inside visual jokes, such as an octopus which predicts tournament underdogs Iceland to win, or fans using a new version of a vuvuzela (both references to the World Cup 2010 in South Africa).

The spot, created by 72andSunny Amsterdam, was written by Lee Boulton and art directed by Jan-Willem De Man.

It was directed by Oskar Bard through Hobby Film, while OMD bought and planned the media.

Richard Whitty, the senior marketing manager for football at Carlsberg, said: "Our campaign is designed for the fans. We were inspired by great history and heritage of the tournament hosts. We are determined to do football better for fans in France and the world over. 

"In the spirit of Liberté, Egalité, Footballité we’ll be giving away more tickets than ever before for this summer’s Uefa Euro and offering up opportunities to help more fans than ever before experience the tournament."

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