Carlsberg UK’s lager brand Tuborg is launching a campaign which offers consumers the chance to direct a music video for LMFAO.
The campaign launches tomorrow – 30 July – with a ‘recruitment’ advert on E4 featuring LMFAO frontman Redfoo, and runs until 26 September, and will see fans producing their own music video and then uploading it to Tuborg’s Facebook page.
The best entries will be selected by a judging panel, composed of LMFAO and Tuborg representatives, and shown in a 60-second TV spot and on an online hub hosted on Channel 4's website.
Those chosen as the best 10 directors will then take part in a 24-hour challenge, where they will put together a pop video with Channel 4 film producers.
The overall winner will get to co-produce an edit of LMFAO’s song One Day, which will be shown on Channel 4.
Chris Thornhill, Tuborg brand manager, said: “For our first UK TV campaign, we set out to create something that generated excitement and interaction in an area our customers are passionate about – music.”
Tuborg hopes that the campaign raises the awareness of the product outside of festivals.