"If Carlsberg did kickabouts..." ad launched ahead of football season
Former Manchester United goalkeeper Peter Schmeichel and renowned football presenter Jeff Stelling make star appearances in the ad, which focuses on a typical kickabout; a casual game between friends in a park, which is transformed by Carlsberg into “probably the best kickabout in the world”.
During the kickabout, a hamstring injury is miraculously healed in seconds as a player becomes a younger, slimmer and fitter version of himself with just one touch of a magic sponge.
As the game progresses, a giant screen confirms a disputed goal - to the delight of the crowd, before Jeff Stelling erupts from a TV van to show his excitement at the action.
A wayward shot is then stopped by passer-by Peter Schmeichel and returned with one of the Dane’s trademark throws.
The commercial also includes subtle references to recognisable moments in Barclays Premier League history, including Wayne Rooney’s classic scissor-kick goal in the Manchester derby, and Petr Cech’s infamous head guard.
“If Carlsberg did Kickabouts” is the third film in the new run of the “If Carlsberg did…” series, which was relaunched this year backed by a £12m media investment.
David Scott, director of brands and insight at Carlsberg UK said: “The new commercial is the third instalment of the iconic ‘If Carlsberg Did…’ series since we relaunched the concept at the beginning of the year, and we’re delighted at the level of momentum it’s created behind the Carlsberg brand.
“Carlsberg is known as the beer of football, and we’re confident that the humour and subtle references to the game in the advert will resonate with football fans nationwide, enhancing their passion and excitement for the start of the new season.
“We firmly believe that the pub is the best place to watch live football, and look forward to continuing our work with licensees to promote live Barclays Premier League matches at their venues.”
The new advertisement will air on digital platforms from 30 July and will premiere on TV during this weekend’s FA Community Shield match between Arsenal and Chelsea.
Carlsberg supports the on-trade through its ‘Premier Sports Club’. The free package supports licensees with fixture guides, digital and social media support and tactical campaigns and competitions to drive consumer engagement.
Carlsberg global brand ambassador Peter Schmeichel added: “Carlsberg really understands football fans and knows 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.”
