The spot, created by Saatchi & Saatchi, is the third spot in the "World According to Carlsberg" TV campaign and breaks on May 29. The previous two executions were "holiday" and "bank". Media planning and buying is through Zenith.
It follows a day in the life of a Sunday League player who, with his Ferrari, mansion and earnings of 拢100,000 a week, lives the life of a Premiership star all thanks to his Carlsberg "agent".
The ad begins with two Sunday League teams playing football -- our hero "Clarke" continuously misses golden scoring opportunities throughout the match. After the game, he signs a few autographs and steps into his Ferrari. A national newspaper lies on the passenger seat with the headline: "Clarke seals 拢100,000 a week deal". We then see the player adorning the front covers of a number of style magazines and posing on a billboard poster advertising sunglasses.
Clarke then arrives at his mansion, where a Sunseeker yacht is parked in the driveway, as the place swarms with paparazzi. He manages to avoid the paparazzi and makes his way into the house. As he enters his house, his butler Hansen is pouring him a refreshing pint of Carlsberg, while two beautiful women watch on.
A voiceover then states: "Carlsberg aren't football agents. But if we were, we'd probably be the best football agents in the world."
The final scene in the ad shows Hansen cleaning Clarke's muddy football boots.
The latest campaign follows on from a series of initiatives that have revitalised the Carlsberg brand. In March, the company announced a 拢28m investment in Carlsberg and Carlsberg Export, followed by more recent deals of key sponsorship properties including the European Championships in 2004 and 2008 and the "men's football" pillar of the English FA until the next World Cup in 2006.
In the UK, Carlsberg is one of the leading brands in club football, holding the longest partnership in Premier League football with its sponsorship of Liverpool FC.
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