Carling and Google celebrate royal birth online

Carling has released an online ad to tie in with the Duchess of Cambridge giving birth to a son yesterday, as Google creates an online greetings card to celebrate the royal birth.

The humorous ad, created by Creature, fits into Carling’s "refreshingly perfect" campaign, which launched in May 2013.

The spot shows a man in dungarees entering an empty nursery and then setting to work decorating the room. The workman spends a long time painting and crafting, and even builds an exquisite crib.

But when the butler enters with a pint of Carling as a reward, he delivers the catchphrase, "It’s good…but it’s not quite Carling" and the camera pans out to reveal that the room was painted pink.

Creature won the £10 million Carling account in February, after pitching against the incumbent, VCCP, and Beattie McGuinness Bungay, which had also previously held the account.

Google meanwhile has worked with Adam & Eve/DDB to create an online greetings card to celebrate the royal birth. Well-wishers from across the world can sign the card using Google+ and leave a message for the Duke and Duchess of Cambridge.

The card will be made up of photographs of all the contributors and will exist online.

According to a statement from Adam & Eve/DDB, a physical version of the card will also be sent to Kensington Palace. The deadline to sign is 6 August. Aidan McClure and Laurent Simon were the creative directors behind the project.

"The ad was created by Brooke Cutmore and Ruud Kool and directed by The Sniper Twins through Smuggler. Zenith Optimedia handled the planning

Click here to see a gallery of tactical press ads celebrating the birth.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free