Carlsberg's sponsorship agency M&C Saatchi has confirmed that the brand's advertising agency Saatchi & Saatchi is in the progress of shooting the TV commercial and that it is pencilled in for a launch in the middle of next year, when England is set to be gripped by World Cup fever.
An M&C Saatchi spokesman said: "We think this could attract a lot of attention next year."
Although M&C Saatchi is remaining tight-lipped about the details of the creative, it is understood it will involve a group of overly confident amateur footballers challenging Sir Bobby Robson to field a team against them.
The creative is set to show the former England and Newcastle manager then shocking them by fielding a team littered with stars of yesteryear including Peter Beardsley, Bryan Robson, Bobby Charlton and Peter Shilton.
Rumours relating to the creative have already been circulating on the influential Kop Talk online discussion forum for fans of Liverpool FC, with which Carlsberg has a sponsorship deal.
One fan is particularly excited about the prospect of former Liverpool star Beardsley's appearance.
This latest advertising push is part of a strong link-up between Carlsberg and football. The lager brand is also a partner of the FA, including the England national team, and other football sponsorship includes being the official beer of clubs including Birmingham FC, West Ham and Tottenham Hotspur.
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