Carlsberg calls on England fans to substitute pessimism for optimism

England’s underwhelming performances at recent major football tournaments has given birth to a pessimism which has only been drowned out by the excitement of the occasions, however Carlsberg is trying to instil once more an optimism around England’s prospects with the latest offering in its ‘If Carlsberg did substitutions’ campaign.

The new ad, titled ‘Substitute Pessimism for Optimism’, is the latest in the If Carlsberg did substitutions campaign and encourages England fans to believe in the national team’s chances of glory at Euro 2016 in France.

Created by ad agency Fold7, the film is set in a typical English pub adorned with patriotic bunting and football fans taking in an England game.

The protagonist in the ad is an England fan who in an apparent moment of clarity quotes Shakespeare’s Julius Caesar and asks the croded pub to “lend me your ears”.

He then walks throughout the busy pub delivering a passionate, patriotic monologue in which he encourages people to clock off work on time or ditch that weekend DIY plan, in order to relax with a pint and watch England play.

Ryan Newey, founder and chief creative officer of Fold7, said: “When it comes to tournaments, there’s no shortage of pessimism in this country. The campaign continues Carlsberg’s role as ‘the great motivator’ as games aren’t just won and lost on the pitch, they’re won in the pub. There are 54 million people in our football club”.

The ad is the latest instalment in Carlsberg’s campaign as official sponsor of Euro 2016 and the England national team. The beer brand has already applied its ‘If Carlsberg did…’ quip to a number of scenarios including ‘If Carlsberg did charity’ and ‘If Carlsberg did revolutions’.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.