NEWS: Carlsberg launches Euro ’96 ads

K Advertising is launching a ‘fly-on-the-wall’ documentary-style campaign to promote Carlsberg’s sponsorship of the Euro ’96 football championships.

K Advertising is launching a ‘fly-on-the-wall’ documentary-style

campaign to promote Carlsberg’s sponsorship of the Euro ’96 football


Carlsberg has decided to centre its Euro ’96 advertising around the 1996

Carlsberg Pub Cup - a national tournament, created by Carlsberg and

supported by the Football Association, which gives pub teams the chance

to play a final at Wembley stadium.

The aim of the campaign is to demonstrate the breadth of Carlsberg’s

sponsorship, which stretches from local events to international

tournaments such as Euro ’96.

The campaign, which breaks nationally this Sunday in the centre break of

the Coca-Cola Cup final, will unfold over six ads and follows the

progress of ten teams using Super-16 footage of their matches, players

and managers.

Only two ads will follow pre-written scripts - the launch ad, revealing

players’ ambitions to play in the Pub Cup final, and the last ad,

showing the final itself. The rest will be created on the day before

screening, with one new execution appearing every fortnight nationally

between 24 March and 25 May.

The ads continue Carlsberg’s long-term strategy by featuring the

‘probably’ endline. The first film, about going to Wembley, ends with

the line: ‘Every footballer’s dream? Probably.’

The campaign was developed by K’s creative director, Keith Courtney, and

the writer, Jon Bray, with direction split between Tom Conolly at

Sloggett Films and Anand Tucker at the Producers.

Courtney said: ‘We’re shooting these ads like a documentary and we don’t

know what we’re going to get. But, having invested a lot of time finding

interesting teams to follow, we think the campaign will produce a few


Hamish Pringle, K Advertising’s chairman and chief executive, added:

‘While other big sponsors just throw money at one event, Carlsberg

invests in activities at all levels, which is why these ads focus on the

Pub Cup as well as Euro ’96.’

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).