Carling has a strong heritage of producing engaging, memorable and funny advertising (just think of award winning ‘I bet he drinks Carling Black Label’ and ‘ing’ campaigns).
The launch of ‘Space’ and ‘Explorer’ 60-second TV commercials, proudly build on this heritage continuing to embrace the spirit of the great British beer ad. Shot in High Definition to look like mini feature films the ads utilise the newest, most innovative film special effects and CGI techniques.
Under the strapline You Know Who Your Mates Are, the commercials introduce a troupe of five mates in different scenarios. ‘Space’ opens in a far distant galaxy of future space as our intrepid group travel to the ends of the solar system in search of a good night out. ‘Explorer’ sees them leading a British Polar expedition in the 19th century.
The stunning CGI special effects were created by the Moving Picture Company, previously responsible for the Deep Space special effects in Danny Boyle’s ‘Sunshine’ feature film.
Whereas the previous ‘Starlings’ ad celebrated the greatness of the group en masse, with its Friday night feel and anthemic Hard Fi soundtrack, ‘Space’ and ‘Explorer’ focus on the more intimate group situation. Using the line ‘You Know Who Your Mates Are’, the campaign links Belong to the most prized aspect of sociability; being a part of that tight knit group of mates who can rely on and support each other.
Portfolio Activation Director, David Wigham commented: “Carling will drive category growth in 2008 through a range of on and off trade innovations, maintaining excitement within the category for drinkers. In addition to our continued investment in high quality in-outlet representation, we will focus on our beer quality programmes and in delivering engaging communication to consumers.”
