Leith's Carling idents promote music

Leith London has created a series of sponsorship idents for Carling's latest music venture, the Carling Live New Kings of Rock & Roll.

The ten idents combine unusual camera angles and observational humour, while playing on situations concert-goers will be familiar with.

In one of the idents, entitled "poster", we see a suspicious-looking man loitering on the stairs. While no-one is looking, he pulls down and steals a poster from the wall.

In another of the five-second executions, a lone cleaner surveys the widespread carnage that a gig crowd has caused before sweeping up the rubbish left behind.

In another ident, a group of people, one of whom has lost a shoe during the performance, walk down some stairs following a gig.

In all of the idents, the endline reads: "Glad you could make it", positioning Carling Live as the perfect host for live music.

The spots were written and art directed by Simon Cenamor and Raymond Chan and directed by Rubbish through Arden Sutherland-Dodd.

The idents will be positioned around the series' six programmes on Channel 4 during the coming weeks.

Each transmission will be presented by the Radio 1 DJ Edith Bowman and will showcase 12 bands that have taken part in the rock gigs held at the Carling Academy venue in Islington.

The first programme will be screened on Friday and will feature Jet and The Glitterati.

Leith recently unveiled a new television commercial for Carling to launch the lager brand's 2004 football sponsorship activity.

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