San Miguel launches biggest ever press campaign

Carlsberg UK has unveiled a multimillion pound ad campaign for its San Miguel beer brand.

The two executions for the "Make Time" campaign — "Hourglass" and "Sundial" — are built around San Miguel's iconic Chalice glass.  

"We are delighted to unveil San Miguel's biggest ever outdoor and press campaign," said director of brands & insight, Paul Davies.

"These adverts get across the very essence of San Miguel - that we should take a leaf out of the book of the Spanish; to make time for yourself, to make time for friends and to make time for a pint of San Miguel.

"We all work hard in today's society and spare time is a precious commodity - so you have to make the most of your downtime. What better way is there to do this over the summer than enjoying a pint of San Miguel with friends?"

The campaign has been rolled out nationwide and it will run throughout August — a second burst of activity will launch later in the month and will be focused on key cities across the UK, including London, Birmingham, Manchester and Leeds. 

The campaign is supported by cinema advertising throughout the summer featuring the 'slow men' advert first aired in 2009.

It is the biggest outdoor poster campaign in the history of Carlsberg UK, with over 11,000 poster sites across the UK showcasing the campaign, including bus stops and digital panels on the London Underground. 

The creatives will also be showcased in national press such as The Guardian and The Times as well as men's magazines like GQ and FHM.