Carling has had its famous campaigns in the past – most notably ‘I bet he drinks Carling Black Label’ from WCRS – but a common feature has been its positioning as a cheap guzzle for the lads.
But owner Molson Coors recently switched the business from Beattie McGuinness Bungay (who had essayed a spin on the lads theme) to Chime-owned VCCP (or offshoot VCCP Blue, it’s a bit unclear), best known for its ‘Meerkats’ extravaganzas. And VCCP has produced a rather compelling ad ‘Journey to refreshment’ which tries to make the stuff aspirational.
The direction by Walter Stern is good, as is the music, a version of ‘Wondrous Place’ (originally by the resolutely uncool Billy Fury from the 1960s) by Alice Gold. The end line “Brilliantly refreshing’ maybe isn’t so brilliant.
You need to see it three or four times to get it though. So Molson had better have a whopper budget to hand.
On the subject of the eternal beer wars, what do you make of this latest epic from Guinness? It’s for the Rugby World Cup and a bravura piece of film-making. But, in this case, over the top or what?