Partnering with pub proponents The British Beer Alliance and its Long Live the Local campaign, Carling has supported the creation of a new music video which sees the band perform to a packed venue only to flash forward to a dystopian vision of the same pub in a state of dereliction.
Communicating the importance of local venues to up and coming bands, the campaign was devised with Havas London and shot in the George Tavern, a historic pub in London’s east end that had a close brush with closure itself.
Miranda Osborne, brand director at Carling, said: “Supporting local pubs and the up-and-coming bands that perform in them aligns perfectly with our Made Local initiative, which champions people and projects that help local culture, community spirit and creativity thrive up and down the country.”
David Cunningham, programme director of Long Live the Local, added: “Pubs have long been the home of live music. They are a breeding ground for talent - past, present and future, a place where bands meet their first fans. However, with three pubs a day closing their doors for good, live music is under threat. We need to keep pubs alive to keep music live, which is why we’re asking music fans across Britain to sign our petition calling on the chancellor to cut beer duty.”
Carling's latest initiative follows on from its support of LGBTQ+ inclusive football team Black Country Fusion FC.