K Advertising is launching a ‘fly-on-the-wall’ documentary-style
campaign to promote Carlsberg’s sponsorship of the Euro ’96 football
Carlsberg has decided to centre its Euro ’96 advertising around the 1996
Carlsberg Pub Cup - a national tournament, created by Carlsberg and
supported by the Football Association, which gives pub teams the chance
to play a final at Wembley stadium.
The aim of the campaign is to demonstrate the breadth of Carlsberg’s
sponsorship, which stretches from local events to international
tournaments such as Euro ’96.
The campaign, which breaks nationally this Sunday in the centre break of
the Coca-Cola Cup final, will unfold over six ads and follows the
progress of ten teams using Super-16 footage of their matches, players
Only two ads will follow pre-written scripts - the launch ad, revealing
players’ ambitions to play in the Pub Cup final, and the last ad,
showing the final itself. The rest will be created on the day before
screening, with one new execution appearing every fortnight nationally
between 24 March and 25 May.
The ads continue Carlsberg’s long-term strategy by featuring the
‘probably’ endline. The first film, about going to Wembley, ends with
the line: ‘Every footballer’s dream? Probably.’
The campaign was developed by K’s creative director, Keith Courtney, and
the writer, Jon Bray, with direction split between Tom Conolly at
Sloggett Films and Anand Tucker at the Producers.
Courtney said: ‘We’re shooting these ads like a documentary and we don’t
know what we’re going to get. But, having invested a lot of time finding
interesting teams to follow, we think the campaign will produce a few
Hamish Pringle, K Advertising’s chairman and chief executive, added:
‘While other big sponsors just throw money at one event, Carlsberg
invests in activities at all levels, which is why these ads focus on the
Pub Cup as well as Euro ’96.’