Carlsberg Euro 2016 Ad Asks England Fans To ‘Substitute Pessimism For Optimism’

As Carlsberg’s UK activation avalanche of its Euro 2016 rights continues, the latest content piece is a commercial that continues its ongoing ‘If Carlsberg did substitutions…’ concept by asking England fans to substitute pessimism for optimism.

Playing on the English team’s recent track record at major international tournaments and the subsequent melancholic gloom if the country’s fanbase, the official UEFA beer brand is aiming to instil some optimism amongst supporters and inject a little confidence in the team’s prospects at France 2016 with a new TV commercial titled ‘Substitute Pessimism For Optimism’.

Rolled out on 23 May, the spot is set in a classic English pub – complete with patriotic bunting – while fans watch an England match.

The narrative’s hero is an everyman England supporter, who, in a miracle moment of clarity, quotes Shakespeare’s Julius Caesar and asks the packed pub to ‘lend me your ears’.

He then strolls around the bar delivering an impassioned monologue, encouraging football lovers and patriots to quit work early, put DIY weekend plans on hold and fill their hearts with hope while enjoying a pint of beer and watching England play.

The ad also urges fans to follow @CarlsbergUK and tweet using the hashtag #SubMeOn before midnight on 6 July 2016 for a chance to win UEFA Euro 2016 enhancing prizes.

The spot, the latest phase of Carlsberg’s UK campaign leveraging both its official sponsor rights both to Euro 2016 and to the England national team, has been developed in harness with agency Fold7.

‘When it comes to tournaments, there’s no shortage of pessimism in this country,’ explains founder and chief creative officier of Fold7 Ryan Newey.

‘The campaign continues Carlsberg’s role as ‘the great motivator’ as games aren’t just won and lost on the pitch, they’re won in the pub. There are 54 million people in our football club’

Comment

This ad is something of a return to the more clichéd, football lads ads approach seen by Carlsberg in previous tournament activation – such as in its Euro 2012 ‘Fan Academy’ work.

To us this feels like something of an old school step back in activation approach.

Carlsberg’s Euro’s work in the UK began earlier this year with a fresher feeling and more accessible approach: with its ‘Greatest Euros Goals’ recreations in partnership with F2 Freestylers (see case study) and a pair of street stunts activation strands ‘Chuggers’ (see case study) and the Chris Kamara fronted ‘Tube Kindness’ (see case study).

But this began to evolve into a more stereotypical, conventional football tone with ‘If Carlsberg Did Revolutions’ (see case study) and now ‘Optimism For Pessimism’.

Links

Carlsberg UK YouTube:

https://www.youtube.com/user/carlsberguk

Carlsberg UK Website:

http://www.carlsberg.co.uk/#!overview

Carlsberg UK Facebook:

https://www.facebook.com/CarlsbergUK/?brand_redir=9401782383

Carlsberg UK Google+:

https://plus.google.com/u/1/112202147943012864209/posts

Carlsberg UK Twitter:

https://twitter.com/CarlsbergUK

@CarlsbergUK