Carlsberg launches Euro 2012 advert
Carlsberg beer is launching its Euro 2012 television commercial ahead of this summer’s tournament on the final weekend of the FA Premier League season.
The television commercial is part of a multi million pound investment for Carlsberg UK, which also includes extensive social media activity through to thousands of point of sale kits to drive sales and footfall in pubs.
The commercial was shot at various locations around the UK and directed by Peter Cattaneo, a two-time Academy Award nominated English filmmaker. The FanAcademy, headed by Des Lynam features England legends Bobby Charlton, Peter Shilton, Stuart Pearce and Ian Wright, actor Brian Blessed, ex Olympic gold medallist Linford Christie, explorer Ray Mears and TV presenter Helen Chamberlain.
Des Lynam, Dean of the EnglandFanAcademy said: “Carlsberg’s commercials ahead of any major football championship have always been clever and full of fun, which attracted me to the role. I am the Dean of the academy, showing fans how to be better fans. I am excited to see the final version and look forward to getting behind the England team this summer with all the other England fans.”
Darren Morris, Brand Controller Carlsberg said “As England fans ourselves, we know how important supporters are to the England team during a major tournament and we wanted to acknowledge the unique characteristics that make England fans amongst the best in the world – such as commitment, loyalty and passion.
“At a time when other brewers are tightening their belts, we are continuing to invest significantly in the beer category at arguably the most important trade opportunity of the year. 2012 is like the perfect storm of patriotic events and pubs must capitalise on this. With Carlsberg boasting over ten years of support for the tournament and the England team, pubs should get behind our boys in the Ukraine and Poland and stock the official beer of the tournament.”