Carling plots 'live' World Cup TV ads

Beattie McGuinness Bungay is to run "live" World Cup ads for Carling, the first of which will break during the England vs USA match on Saturday.

Carling: to run 'live' World Cup ad
Carling: to run 'live' World Cup ad

The ad, called "scores", will feature the score of the match straight after the game ends.The spot is a special version of the recently released Carling "round" ad in the "you know who your mates are" campaign. It features one of the Carling "mates" trekking across the desert on a camel to get a round of drinks in.

In the "scores" version, the hero, on returning with a round for his friends, will also reveal the score of the match that viewers have just been watching on ITV.

BMB worked with ClearCast to pre-approve the potential score variants that could be used in the ads and agreed a play-out procedure with ITV to ensure the accurate score is delivered.

Carling has invested £1.6 million in media to back the push.The deal was negotiated by its media agency, ZenithOptimedia.