The ad, which broke on 21 May, aimed to take advantage of the numbers of viewers expected to tune in for The Matrix in light of the launch of the sequel, The Matrix Reloaded. Media planning and buying was handled by BBJ.
The ad shows two men flaked out in deckchairs on the porch of an African fishing lodge. There is no water in the lake, however, because of the heat. A couple of crates of cold Carling fall off a passing truck, and the two replace their emergency medical supplies in the fridge with the beer. The final shot shows them relaxing in the evening with a cold Carling, while a scorpion crawls into one of their kicked-off boots.
Carling's brand director, Des Johnson, said: "'Chilling' is not only another typically humorous Carling ad, but it also drives home the core message of the campaign."
The TV commercial supplements existing below-the-line activity from Carling, including branded "chilling" glasses, revamped packaging and retailer promotions.
The ad was written and art directed by John Messum and Simon Bere, and directed by Vaughan Arnell through Pagan.