The lager brand has signed up football legends including Chris Kamara, Marcel Desailly, Jimmy Bullard, Robbie Fowler and Gareth Southgate to appear in the TV ad for the campaign, which sees them attempting to commentate while sitting alongside hundreds of football fans and officials on a rollercoaster.
Carlsberg says the ad “defies expectations” because it is a football commercial that does not go near a football pitch, but is instead “symbolic” of the game.
The TV ad, which will first air in Denmark and Ireland before being launched across the rest of the world early next year, will be supported on-pack, on point of sale, print, outdoor and digital. The digital element will encourage fans to #JoinTheRide across Carlsberg’s Twitter, Facebook and Instagram pages. The campaign was created by Buenos Aires-based agency Santo.
Tom Moradpour, Carlsberg brand vice president, says: “The Barclays Premier League is the most emotionally charged football league on the planet. We have used these emotions to create a commercial that is visually striking and celebrates why we think the Premier League is football that goes above expectations and that ‘Calls for a Carlsberg’.”
Carlsberg entered a new three year deal to become the official beer partner of the Barclays Premier League from the current season (2013/14) until the end of the 2015/16 season.
When the deal was announced Moradpour said the partnership would provide Carlsberg another platform to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.