Saatchi Masius Launches Carlsberg’s Fan Squad

A World Cup-themed TV commercial kicks off new, long-term campaign for Carlsberg.

London - Showing in a humorous and sympathetic way how the brand understands and can help overcome the perennial frustrations endured by the English football fan, the 60 sec ad – created and produced by Saatchi Masius ­– exploits Carlsberg’s unique status as both Official Beer of the Premiership and Official Beer of the England team.

Ian Wright, Jeff Stelling and Paddy McGuinness front the Carlsberg Fan Squad – a rapid reaction force with a mission: to remedy the frustrations fans put up with to watch the game they love, whether that’s in the stadium, in the pub, or in the home.

The new spot follows the thwarted attempts of three friends to watch the game at their local. With the bar four-deep, the TV too small and a big bloke obscuring the screen, the Fan Squad intervenes to deliver the ideal experience: a giant screen; the perfect view; the perfect atmosphere (with the perfect mates); no queuing for your Carlsberg, no interruptions, and, maybe, even the perfect result...

60”, 40” and 30” versions of the commercial break 11th May, the last day of the Premiership season.

Surrey Garland, Executive Creative Director of Saatchi Masius said, “The campaign idea of Fan Squad builds on Carlsberg’s unique 30-year involvement with British football. We’re leveraging insights into what impedes fans’ experience of watching the game and then intervening to sort them out – with epic effectiveness – in an amusing and warm-hearted way.”

The Fan Squad improving the lot of the long-suffering football fan?
That does call for a Carlsberg.

Credits:

Executive Creative Director: Surrey Garland
Creatives: Stuart Farquhar & Rob Janowski
TV Producer: Lyndsay Myerscough
Acc Management: Peter Lovatt/David Walton/Tom Rudge
Production: Big Red Button/Moxie


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