Carling stars in space ad

30 November, 2007

Coors is spending £14 million on a state-of-the-art ad campaign for Carling.

Two new 60-second TV and cinema ads use the latest film special effects and CGI techniques, designed by the Moving Picture Company, which created space special effects for Danny Boyle's feature film Sunshine.

The ads, designed to look like mini-

feature films, show a group of friends searching for a great night out in deep space as well as a 19th-century Polar expedition.

A new strapline, You Know Who Your Mates Are, links the ads to the socialising theme of Carling's last ad, Starlings, and like that ad they end with the word Belong.

Coors portfolio activation director David Wigham said: "Carling will drive

growth

by maintaining excitement within the category for drinkers."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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