Carlsberg scores again with rousing Euro 2016 film

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The ad by Fold7 plays on the patriotic spirit of British soccer fans

Carlsberg is issuing a "call to arms" for the nation to get behind the England soccer team for Euro 2016 in its latest ad.

The film by Fold7 shows a man watching a soccer game in a pub. He turns his attention to the camera and asks "the people of England" to forget about work and get behind the footballers.

As he walks through the pub, continuing his passionate monologue, he is surrounded by England soccer supporters enjoying the game, and patriotic music plays in the background.

It is the main film part of Carlsberg's "if Carlsberg did substitutions" campaign that also featured stunts such as sending ex-soccer star Chris Kamara dressed as an elderly man on the London Underground to give out free tickets to anyone who offered him a seat.

The spot was created by Rod Elms and John Yorke, and directed by Matt Rhodes through Mustard.

It launches today on YouTube and will be supported by out-of-home activity. OMD UK handed the media planning and buying.

Ryan Newey, the founder and chief creative officer at Fold7, said: "When it comes to tournaments, there’s no shortage of pessimism in this country.

"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."

This article first appeared on


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