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Small towns are often overlooked or stereotyped, but Carling's new campaign encourages a closer look at these communities and their inhabitants.

The ads, created by Havas London, celebrate the brand’s hometown of Burton-on-Trent along with the self-starters who help their local communities thrive. Carling will also release a documentary series telling the stories of individuals who are making it in their hometowns, such as cold-water surfers in Pease Bay, Scotland and a band in Swansea fighting to keep the spirit of Welsh punk alive.