Carlsberg has said a summer poster campaign with a difference is intended as a tongue-in-cheek response to the celebrity-filled World Cup ads of other brands.

The campaign involves posters with football goals and the slogan “if Carlsberg did football ads .. ” on them, designed to encourage people to have a kickabout.

The first goals have appeared at two locations in London and one in Manchester, with others to follow.

The brand is using PR and content creators to persuade people to use the posters for their intended purpose.

Carlsberg said two more UK-based campaigns will follow, to drive brand awareness over the summer.

Global brand director Lynsey Woods said: “Football can sometimes feel like something to admire from a distance. If Carlsberg did football ads, we’d bring it back within reach.

“That’s why we’ve focused on creating more opportunities for people to play the game themselves and rediscover the simple joy that made them fall in love with football in the first place, a kickabout with friends.”