Carling launches an audacious advertising campaign through WCRS
this week, introducing the endline, ’What a difference a Carling makes.’
The agency hopes the work will mark a return to populist, humorous
advertising that has characterised ads for the brand in the past.
The first burst in the pounds 7 million campaign starts with a 60-second
television spot. It plays on Carling’s football links as sponsor of the
Premier League by claiming that the lager had a crucial part in the
invention of the game.
It is set in mediaeval England before football was invented and opens on
a castle marketplace where a stall-holder, Bob, is approached by an old
man who wants to buy some leeches for his revolting wound. At the sight
of the abrasion, Bob falls off his stool in disgust and accidentally
kicks his can of Carling into the air.
The can then gets kicked by a horse and bounces off a knight’s helmet
before it begins to be skilfully passed about by peasants in the
marketplace. The knockabout then develops into a full-scale game of
football, including chants from the crowd and culminating in a stunning
goal scored with a bicycle-kick.
The final scene shows Ron Atkinson and Bob sitting on the battlements as
the first inklings of confusion over the offside rule commence.
Mark Hunter, the marketing director for Carling, said: ’As Britain’s
leading lager since the early 70s, we wanted to build on Carling’s
British heritage and the humorous advertising of years gone by. What
better way to do this than look at how Carling has helped change the
course of British history? There will be more defining Carling moments
in future ads.’
The ad was written and art directed by Andy Brittain and Yu Kung. It was
directed by Andy Morahan through the Paul Weiland Film Company. A
national press and regional radio campaign accompanies the television
work. Media buying is handled by BBJ Media Services.