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.


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

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…