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
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.