NEWS: Carling to unveil pounds 5m TV film epic

WCRS unveiled its 1996 work for Carling Black Label this week with a pounds 5 million campaign for Britain’s best-selling lager that forms part of a pounds 20 million marketing investment in the Bass brand.

WCRS unveiled its 1996 work for Carling Black Label this week with a

pounds 5 million campaign for Britain’s best-selling lager that forms

part of a pounds 20 million marketing investment in the Bass brand.



The 60-second epic continues the strategy of taking a humorous swipe at

rival, foreign brands - this time with Americans being the target. It

opens with a brash American tycoon being introduced to a virtual reality

‘perfect pub’ by a computer-TV salesman.



Complex post-production techniques were used to create the impression

that a virtual reality headset leads the tycoon into a pub utopia. After

he apologises for spilling drink on a burly punter, the response is:

‘Don’t worry about it mate.’ The sporting commentator, Jimmy Hill, then

appears on a screen to announce the improbable football result of

England five, Germany nil at half time.



A stunning barmaid proffers Carling Black Label, on the house, adding

that it is: ‘Brewed longer to taste stronger. Four point nine per cent,

no less.’ But when the brash American counters that he has some ‘pretty

impressive statistics’ of his own the experience draws to a close.



The latest film is the fourth in the current campaign, which kicked off

in 1992 with an Australian execution, in which an English ingenu meets a

huge spider in the ‘dunny’. The other films took the Germans to task

over pinching the sunbeds, and the French for blockading Channel ferry

ports.



The ad was written by Leon Jaume, who has since left for Ogilvy and

Mather (Campaign, 24 November 1995), and art directed by Mike Durban. It

was directed by Chris Palmer through Gorgeous Films. Post production was

by Smoke and Mirrors.



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