Ireland spearheads Carlsberg’s Global Campaign
Carlsberg has launched a new 60-second TV ad which forms part of a new global marketing campaign.
Print8 October 2013
The new ad sits alongside the brand’s three-year deal with the Barclays Premier League – the most famous football league in the world, with a cumulative audience of 4.7 billion.
The global campaign has been launched in Ireland and Denmark initially before being launched across the rest of the world in early 2014.
Entitled ‘That Premier Feeling’ the commercial focuses on the rollercoaster of emotions that everyone involved with the Premier League goes through during every game and season.
Featuring such legends as Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly and Chris Kamara, That Premier Feeling depicts hundreds of people on a rollercoaster symbolising the ups and downs, the tension and jubilation, the disbelief and jaw-dropping moments, the heartbreak and the glory, which everyone experiences in every match and every season.
Set to a dramatic soundtrack, the new commercial defies expectations by creating a football commercial that doesn’t go near a football pitch. Instead, the sound-effects, the symbolism and the tension contribute to an unmistakeably football-related commercial which will resonate strongly with fans.
Speaking of the ad, Julie Allman, Senior Brand Manager at Carlsberg, said, “We’re very excited about this new ad that brings the football passion to life in a unique style. The Barclays Premier League is the most emotionally-charged football league on the planet. We’ve used these emotions to create a commercial that’s visually striking and celebrates the highs and lows of the Premier League.”
The strapline ‘That Premier Feeling…That Calls for a Carlsberg’ is the sign-off for the ad created by Buenos Aires-based agency, Santo. Directed by Juan Cabral, the production house was MJZ.
Some of football’s most famous players including Steven Gerrard, David Silva, Robin van Persie, Mesut Özil and Mechu play in the Barclays Premier League which is watched in 212 countries across the world.
Carlsberg’s partnership with the Premier League is the latest football sponsorship for the brand which has been associated with football since the 1970s. In addition to being Official Beer to the England and Ireland teams, Carlsberg also sponsors Liverpool FC and Arsenal FC at club level and is the longest-standing sponsor of the European Football Championships.
The 2016 tournament will be Carlsberg’s eighth consecutive tournament since 1988.
To view the new ad, visit http://www.youtube.com/watch?v=5fe9hkZHShQ
A still from the new Carlsberg ad which ties it emotionally into Premier League soccer.
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