Creative advertising agency Fold7 have created Carlsberg’s headline 2012 TV campaign ‘Fan Academy’, which will premier on Saturday morning during Soccer AM. As sponsors of the national team and the UEFA Euro 2012 tournament, this is the most important UK activity for the brand this year.
Created to get the nation behind England once more, the ad centralises on life at the ‘Fan Academy’, where fans are put through their paces to go that extra mile and “give their all for England”. Playing on Carlsberg’s characteristic humour, the ad takes a light-hearted look at what it means to be a true England fan. Famous celebs from the world of football, sports and entertainment, including Des Lynam, Stuart Pearce, Sir Bobby Charlton, Ian Wright, Brian Blessed and Ray Mears train fans to hone their skills, “pushing the limits in fan performance” as Des Lynham exclaims.
Fold7 were appointed after a competitive pitch against long-term incumbent Saatchi & Saatchi earlier this year.
Ryan Newey, co founder, Fold7 stated: “ We’re honoured to continue Carlsberg’s great tradition of getting behind the England squad. We wanted a change of focus from previous years and celebrate the fans, showing what we do as a nation to get behind our team. England has the best fans in the world and we wanted to celebrate this whilst retaining the quintessentially English sense of humour”.
Darren Morris, Marketing Director added: “The key job of ‘Fan Academy’ is to build anticipation and momentum in the run up to the Euros and celebrate what it is to be an England fan. In ‘Fan Academy’, Fold7 have delivered a characteristically Carlsberg campaign which we are sure will resonate with the nation. As the national sponsor, we understand that international tournaments can be a rollercoaster of emotions and require a little extra motivation at times. ‘Fan Academy’ gets behind the supporters as well as the team and encourages us all to give our all for England.”
CLIENT / CAMPAIGN: Carlsberg Fan Academy
EXECUTIVE CREATIVE DIRECTOR: Ryan Newey
DIRECTOR: Peter Cattaneo
PRODUCTION COMPANY: Academy Films Ltd