Carling is championing its ‘refreshingly perfect’ taste with a series of new ads created by the recently appointed Creature.
The TV creative stars two new Carling heroes who attempt amusing and outlandish feats, but fall just shy of achieving perfection, prompting the verdict ‘It’s good…but it’s not quite Carling’.
The £9.6m campaign includes references to the ‘I Bet He Drinks Carling Black Label’ ads of the 80s and 90s, with the first three spots showing the baton passed from the original pairing of Stephen Frost and Mark Arden – who make a cameo appearance – to new Carling heroes Ben Righton and Mark Weinman.
“While obviously inspired by Carling’s great advertising tradition, the new campaign is created for the iPhone generation of drinkers who share their smart phone content as part of bar-room banter…this campaign is all about celebrating the nation’s favourite lager that consumers know and love delivered with classic British wit and humour,” said Carling brand director Jeremy Gibson.
The first TV ad, which is set in a packed pool hall where one half of the new Carling duo attempts a trick shot, will air from this weekend with a preview on Channel 4 this Friday (31 May) at 10.10pm followed by the launch on all channels on Saturday 1 June.
Dan Shute, managing partner, Creature, added: “Carling is one of those great British brands that demands great advertising - it's been an honour to try and make work that stands up next to the fantastic ads they've made in the past.”
Carling fans will be able to see the first TV ad ‘Trickshot’ online from today (Thursday 30 May) with the series of advertisements supported by a wider campaign including outdoor, press and digital advertising.