The Week: Loyal cowboys take centre stage in BMB's new Carling ad

Beattie McGuinness Bungay has created the third in its "you know who your mates are" campaign for Carling, featuring four cowboys rescuing their friend.

The 60-second ad, which breaks on Friday, is shot in Spain at the same location as the classic Sergio Leone film The Good, the Bad and the Ugly.

It opens with four cowboys receiving an urgent telegram. Dropping everything, they ride through the village on horseback to rescue their friend. Arriving at a house where a tea party is taking place, they float an unlikely excuse to relieve the guest before all five ride into the sunset together. The ad was created by BMB's Gav McGrath and Pat Burns, and directed by Fredrik Bond through Sonny Pictures.

Trevor Beattie, a founding partner of BMB, said: "The new commercial depicts a situation we've all found ourselves in: gazing out of the window in the hope your mates will rescue you from Planet Dull."

To view the ad, go to