Ian Wright and Jeff Stelling front Carlsberg’s World Cup ad

Carlsberg has brought celebrities Paddy McGuinness, Ian Wright and Jeff Stelling together to front its nationwide World Cup TV campaign.

Video: Carlsberg “Fan Squad” World Cup advert


The “Fan Squad” advert launches this weekend (13 May) to coincide with final games of the Premier League 2013/14 season. It shows comedian McGuinness, former footballer Wright and Sky Sports presenter Stelling humourously tackling the frustrations that marr a football experience for viewers in pubs.

McGuinness takes on the pub landlord role and is shown operating a sushi restaurant style conveyor belt of ice-cold Carlsberg for fans, while Stelling operates a “magic” switch that swaps an old TV for a state-of-the-art screen. Wright has a direct audio line to the referee in charge of England’s crucial match in the ad and manages to sway a penalty decision for the team.

Carlsberg says the advert, which is supported by social and in-store promotions, aims to make it the “beer of choice” for England fans this summer. The campaign’s focus on improving the viewing experience for matches is based on insights from the brewer’s first season as the official beer of the Premier League.