Carlsberg, the Official Beer of the Barclays Premier League, launched a new global TV commercial this week starring non-other than former Manchester United goalkeeping legend Peter Schmeichel and Sky Sports football presenter Jeff Stelling, to coincide with the launch of the 2015-16 Barclays Premier League season. Designed by 72andSunny Amsterdam, the spot focuses on a typical kickabout between friends in a park, which is transformed by Carlsberg into “Probably the best kickabout in the world, underlining the brand’s decision to revisit the “If Carlsberg Did” positioning this year (a wise move I think you’ll all agree). Miraculous moments in the spot include a hamstring injury that’s miraculously healed in seconds thanks to a magic sponge, the appearance of a gigantic screen showing whether a goal has gone in, and an appearance by Schmeichel, who appears walking his Great Dane (get the joke?) and stops a wayward shot before returning the ball into play with one of his trademark throws.
A new global TV commercial for Carlsberg stars non-other than former Manchester United goalkeeping legend Peter Schmeichel
Eagle-eyed football fans will acknowledge the subtle nods to recognisable moments in Barclays Premier League history referenced in the commercial, including Petr Cech’s head guard and Wayne Rooney’s scissor-kick goal. The spot supports “Doing football better, for the fans”, Carlsberg’s broader creative positioning across all of its football properties (Barclays Premier League, UEFA EURO 2016 and Liverpool FC) and will run through all of Carlsberg’s sponsorship marketing including Out of Home, PR, media partnerships and on-pack. The commercial will be shown throughout August to coincide with the start of the 2015/16 Barclays Premier League season and will be rolled out across Carlsberg markets including Europe, Asia and Middle East. All strategic media planning and buying will be managed by OMD International.
If Carlsberg Did Kickabouts
Richard Whitty, Senior Marketing Manager for Football at Carlsberg, said: “Through the new television commercial and supporting campaign we’re seeking to capture the imagination of football fans all around the world. We know they engage with If Carlsberg did, and we think they’ll enjoy our take on the humble park kickabout. While the humour of the advert will have widespread global appeal, we’ve also added subtle references to the Barclays Premier League that knowledgeable football fans will understand and expect from Carlsberg, as the beer of football. We hope fans love it as much as we do.”
Eagle-eyed football fans will acknowledge the subtle nods to recognisable moments in Barclays Premier League history
Nic Owen, managing director at 72andSunny Amsterdam, said: “Intuitive jumpers for goalposts, super slow motion at the park and magic sponges that really are magic. End it with a cold pint and that's a premier league kickabout right there.” Carlsberg global brand ambassador Peter Schmeichel, added: “Carlsberg really understand football fans and they know that every fan in the world will recognise this kind of kickabout, when a casual game escalates in the imagination to become more emotional, competitive and dramatic. In my eyes Carlsberg has captured this essence perfectly and it’s fun to be a part of it.”
