The campaign, which is set to break on 2 June, dramatises drinkers' devotion to Carling by showing the extremes they will go to to enjoy it.
The spots feature a slothful boyfriend who, to his girlfriend's frustration, has not cleaned their flat. But when she knocks over a can of Carling, she is amazed to see him lick it up. Dripping it along the floor, she leads him around so that, in his eagerness to drink the beer, he inadvertently ends up licking clean the whole apartment - including the bath and toilet.
Once the flat is clean the girlfriend poses seductively in her underwear.
One spot ends as she holds the can over herself - only to find it is empty, with the strapline "frustrating". In the second spot, the lager flows freely, with the strapline "rewarding".
The media planning and buying is through BBJ. The campaign will run for four months to give the brand a consistent presence.
Paul Thompson, an account director at BBJ, explained: "The campaign is launching during the England versus Sweden World Cup game to capture the moment."
It was written by Paul Silburn and Louisa Almgren, and was art directed by John Messum. The spots were directed by Kevin Thomas through Thomas Thomas.
Jeremy Pyne, the managing director of Leith London, added: "The last Carling ad, 'cracking', was the most successful in years. The latest executions have the potential to better even that."