C2 is the beer of the future in Carling's major ad campaign

Coors Brewers has launched a new advertising campaign for C2 - its lower-strength version of Carling. The £3m campaign started airing last Sunday and the TV commercial is backed by a national press campaign as well as an on-line presence.

The television advert is centred on a futuristic machine world and shows robots enjoying their down-time.

The campaign is the work of ad agency Beattie McGuinness Bungay.

Its founding partner Trevor Beattie said: "This commercial is a technological breakthrough, befitting a revolutionary beer."

The advertising supports the continued roll-out of 2% abv C2 on draught as well as a new pint bottle, plus a canned form for the off-trade.

Last month, Coors was cleared by the Advertising Standards Agency (ASA) over a C2 poster campaign, after complaints claimed a "Welcome to the gone-to-lunch pint" poster strapline encouraged irresponsible drinking at lunchtime. ASA ruled in Coors' favour, saying the ads were "unlikely to lead people to adopt styles of drinking that were unwise and would not encourage excessive drinking or drinking during the day".