As people prepare to return to their beloved locals, Carlsberg marks the reopening of pubs with a feel-good reunion story.
Pubs in England are allowed to reopen from 4 July after three months of closure. "Welcome back to the pub" is about building anticipation and positivity among beer drinkers and publicans.
An upbeat TV ad spoofs an escape movie and follows three friends as they break out from the mundanity of lockdown, until they finally meet in a beer garden and enjoy freshly poured pints of Carlsberg Danish Pilsner. The campaign includes a two-day roadblock of TV spots across channels such as ITV and Channel 4, social media, outdoor and national press ads. The brand also formed a media partnership with LadBible to celebrate local pubs and promote its Love My Local digital platform, which helps pubs trade safely with features such as online menus and table bookings.
The work was created by Verity Fine Hosken and directed by Andy Lambert through 76 Ltd. Initiative is the media agency.