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Carlsberg - "Old Lions (180s)"

Saatchi & Saatchi London, United Kingdom

Awards

17438

Brand: Carlsberg
Country: United Kingdom

Advertiser: Carlsberg Group

Title	Old Lions (180s)
Agency	Saatchi & Saatchi
Campaign	The world according to Carlsberg - Carlsberg
Advertiser	Carlsberg Group
Brand	Carlsberg
Date of First Broadcast/Publication	2006 / 5
Business Sector	Beers, Ciders, Lagers
Philosophy	IDEA - The World...according to Carlsberg.
Problem	OBJECTIVE - To convert a brand that is held in every lager drinkers repertoire into one that enjoys their loyalty. ISUUE - Carlsberg is only one of a wide range of lagers indistinguishable in terms of product in a market in which it is outspent and out distributed. INSIGHT Blokes know there is no real difference between standard lagers, but they respond strongly to beer brands that see the world their way.
Media Type	Television & Cinema
Length	180 seconds
Market	United Kingdom
AI Description	This Carlsberg ad, titled "Old Lions," features a group of football enthusiasts gathering for a friendly match. It opens with retired football legends getting ready, having breakfast, and joking around. They drive in a van to a local football ground, portraying camaraderie and nostalgia. As the game unfolds, there is laughter, teamwork, and competitive banter. The match shows them playing with vigor despite age, with humorous moments and light-hearted teasing. The ad captures the classic spirit of sports and friendship, concluding with the tagline that Carlsberg doesn't make pub teams, but if they did, they'd probably be the best in the world. The scene ends with the players enjoying Carlsberg beer at the pub, cementing the brand's connection to fun and camaraderie.
Production Company	Gorgeous Enterprises
Copywriter	Dave Henderson
Art Director	Dave Henderson
Agency Producer	Manuela Franzini
Producer	Rupert Smythe
Director	Chris Palmer
Creative Director	Kate Stanners
Art Director	Richard Denney
Copywriter	Richard Denney
Account Manager	Laetitia Rennie
Editor	Paul Watts
Cinematography	Ian Foster
Actor / Celebrity	Bobby Robson
Actor / Celebrity	Peter Shilton
Actor / Celebrity	Des Walker
Actor / Celebrity	Terry Butcher
Actor / Celebrity	Jack Charlton
Actor / Celebrity	Stuart Pearce
Actor / Celebrity	Peter Reid
Actor / Celebrity	Bryan Robson
Actor / Celebrity	Alan Ball
Actor / Celebrity	Chris Waddle
Actor / Celebrity	Bobby Charlton
Actor / Celebrity	Peter Beardsley