Created by Creature, the spot is part of a £3.6 million campaign that will run until the season’s launch in August.
Brand duo Dylan and Jon, who are regular characters in Carling ads, star in the spot, which shows a mascot trying to redeem himself in front of a crowd of fans after a poor performance last season.
The beer brand launched the initiative last week with a shot of former Premier League and England footballer Jimmy Bullard recreating an iconic American Beauty image by sprawling in a bed of football shirts. During the summer transfer window, Bullard will give fans a chance to trade in a football shirt with the name of a recently sold player for a new one at no cost.
Carling is also offering £10 off football shirts to people who purchase the beer in stores, pubs or bars across the UK.
Jim Shearer, the Carling brand director at Molson Coors, said: "This new campaign targets a unique time of the year where, uninhibited by their team’s actual performance, fans have renewed hope, dreams and aspirations about the prospects of the season ahead.
"Carling will be doing its bit to get fans ready for the season ahead, as excitement and anticipation builds".
The film was directed by The Sniper Twins through Smuggler. The work was created by Laura Muse, Mike Eichler and Sam Bishop. The below-the-line and experiential activity was overseen by Life and Havas Sports & Entertainment Cake respectively, with ZenithOptimedia handling media.
Ben Middleton, the creative partner at Creature, said: "The Carling Shirt Amnesty is the next step in Carling giving consumers amazing stuff at moments that already excite them. We can’t wait to get out and about and get fans excited about the season ahead".
This is the second in a series of Carling campaigns that celebrate key British moments. The first, launched in April and called "Brighton or Barbados", gave people an opportunity to experience the bank holiday of a lifetime for £49.
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