Carlsberg sends in the heavies for World Cup TV campaign

If England’s football during next month’s World Cup bears any resemblance to the new Carlsberg ‘Team Talk’ commercial, Don Fabio’s men will be forgetting about the beautiful game in favour of the traditional ‘Up and At ‘Em’ approach.

Filmed, significantly some might say, at the Den, home of Millwall on London’s Isle of Dogs, the Saatchi & Saatchi commercial is a curious combination of a Guy Ritchie mockney film and Shakespeare’s Henry V.

Starting off with a rousing exhortation from Stuart “Psycho” Pearce, the ad then features former England legends Jack Charlton and Trevor Brooking before bringing in a selection of other sporting heroes including former rugby coach Clive Woodward, rower Steve Redgrave and even explorer Ralph Fiennes.

Perhaps the most striking image is Ian Botham in a suit of chain mail. If that doesn’t inspire the likes of Ashley, Stevie, Frank and Wayne, then nothing will.

But you do fear that all this patriotic stuff might end in tears.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.

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