The Homecoming concept invites famous established bands to return to their roots in the small venues where they first played.
The new commercial breaks this week on national TV and promotes the fact that the northern band The Beautiful South is returning to Hull.
The creative shows a series of artists performing in small venues with varying degrees of success. The voiceover says: "Not all bands make it big. Carling Homecoming only brings back those that have."
The Leith London director, David Thomas, said: "The Homecoming gig is the crown jewel in Carling's sponsorship programme. It is trying to add value to music events rather than just sponsoring them."
The ad was written and art directed by Pete Cain and Louis Bogue respectively.
It was shot by Luke Forsyth at Great Guns. Media planning and buying is through BBJ.