The latest TV commercial from Carlsberg gives a new meaning to the term ‘fantasy football’.
Using the tagline ‘If Carlsberg did kickabouts…’ it features former Manchester United goalkeeper Peter Schmeichel and football presenter Jeff Stelling and has been released to coincide with the launch of the English Premier League season.
During a kickabout a hamstring injury is miraculously healed in seconds as a player becomes a younger, slimmer and fitter version of himself with just one touch of a magic sponge.
As the game progresses, a giant screen confirms a disputed goal to the delight of the crowd and Jeff Stelling erupts from a TV van to show his excitement at the action.
A wayward shot is stopped by passer-by Peter Schmeichel and returned with one of the Dane’s trademark throws.
The ad also contains several references to memorable Premier League moments, including Wayne Rooney’s scissor-kick goal.
David Scott, director of brands and insight at Carlsberg UK, said: “We’re confident that the humour and subtle references to the game in the advert will resonate with football fans nationwide.
“We firmly believe that the pub is the best place to watch live football, and look forward to continuing our work with licensees to promote live Barclays Premier League matches at their venues.”
Schmeichel, who is global brand ambassador for Carlsberg, added: “Every fan in the world will recognise this kind of kickabout, when a casual game escalates in the imagination to become more emotional, competitive and dramatic.
“In my eyes Carlsberg has captured this essence perfectly.”