Friday, November 30, 2007

By Popular Request - The New Carling Ad



Nice ad. Very nice. The conceit of transposing the 'nightclub knockback' into outer space is box-fresh, and there's some funny writing to enjoy here too.

Director Fredrik Bond doesn't need any praise from me because he's already rich, successful and good-looking so let's forget about him and praise the production team - all the 'production bits' like casting, wardrobe and set design are absolutely spot-on.

My one quibble is the endline. The thought is great - a desire to be 'one of the lads' is undeniably a highly motivating truth for young men. But putting it as overtly as this - 'Belong' - is saying the unsayable, isn't it? After all, Porsche's endline isn't 'Get Laid', and Rolex don't say 'Look Rich.'

17 comments:

Anonymous said...

Well this is miles better than the new Stella and Guinness work and perhaps the best beer ad of the year - but it is very rooted in beer culture and it would be great to see a beer brand step out of that space to reflect the changes in the way brands behave and interact with consumers. It will be interesting to see what Fallon does with Budweiser

Anonymous said...

Fallon's new Bud script:

Three minutes of bodypopping chickens.

Endline: Beer's great.

Andrea said...

It's a really nice ad, someone must have watched 'Sunshine' recently :D

It put a smile on my face even though I'm not in their target audience. Was thinking the same with anonymous up there, it's better than Guinness even though the level of involvement Guinness had in mind won't make me forget about it that easy. And I reckon they must have had loads of fun filming it, setting fire to haystacks, mattresses and wrecking cars and anyway, people are drinking less and less Guinness every year for reasons we all know, no matter what their advertising says. Or might say.

When I saw this the first time, my first thought was your "Two blokes in a pub" entry, ironically :)

Anonymous said...

Correction

Fallon's new Bud script:

Three minutes of multicoloured bodypopping chickens.

Endline: Beer's great

Anonymous said...

it's better than stella and guinness but that isn't saying much. it's kind of funny, i guess. but not killing me. it's literally a long way to go for a laugh.

and it's needlessly cinematic. why do brit creatives seem to automatically equate cinematic with good?

Anonymous said...

I think it's really well shot, but the idea just leaves me a bit cold. Belong? Be a sheep? Be a faceless, metal-bar loafer wearing cretin?

And it's just a bit homoerotic, isn't it? All knowing glances between the cast and "ok, we'll go somewhere else then." Presumably back to Dave's for a massive circle jerk...

Don't get me wrong, I'm not slagging the creative team off, they've produced a really nice ad. Certainly the best ad that BMB have done (but what's it up against? Ikea?!!!). I just think if the creatives at BMB are capable of producing an ad like that with an Albatross like "Belong", imagine what they could have done if they'd had Frederik Bond AND a good bit of strategic planning...

Anonymous said...

Belong isn't a bad line to work with. It just hasn't been cracked in a big way yet

Anonymous said...

wow i feel like I've fallen through a worm hole in space and landed in the Soho of the 1980s.
The idea feels like it has been sat in a drawer since then, waiting for the stars to be in alignment.
Belongs in a different place and time.

Steve H said...

Really great ad. And I actually think the super cinematic look pushes the idea further, so on first viewing you're genuinely surprised when you hear the malevolent voice say, "are those trainers?" I even like the end-line 'belong' it's celebrating the wonderful sheepishness of the boys night out. Brilliant. And it's weekend.

Anonymous said...

"I though they were quite smart."
Ha ha ha ha ha ha ha ha ha ha.

Anonymous said...

i worked on beer for years. if the brief is open, and it usually is on a good beer account, it can be paralyzing to have so much creative freedom. at least initially.

and i noticed that when people start working on beer they'd immediately start doing movie pastiches. as i did when i started out.

and, for some reason, space travel and time travel were always popular themes. and dramatic chase scenes.

this feels like one of those. they're hiding behind a genre. therefore it can't be that fresh.

Anonymous said...

I am tempted to agree with the first comment of this thread. Nicely shot, a classical joke, and a line at the end that could be removed without hurting the story-telling and emphasizing Belong a bit more. Overall, way better than the bird flying execution which was on the screen earlier this year made of stock shots one after the other without editing genius.

Anonymous said...

Did you spot one of the 118118 boys. He has unmistakable cheeky looks.

Anonymous said...

I saw another execution over the weekend. Similar (or maybe the same?) group of guys stuck in a tent in the Antarctic like Scott. They don't want to go out until one of the gang reminds the rest it's his birthday. Again, it's better than the starlings. But I agree with Anonymous 2:02 – 'Belong' would be have more impact without the heavy-handed end line.

Anonymous said...

Sounds like this campaign could be the same joke repeated over and over again - in which case it's not going to run for long

FishNChimps said...

Considering what you can't say in alcohol advertising these days, I reckon BMB have pulled off something that's bang on message for bloke drinkers. Remember the jolly xenophobia of the bouncing bombs? This one's funny and clever. Recent efforts from Stella and Guinness are just clever, and rather dull.

Anonymous said...

well don't worry, they've changed it to 'you know who your mates are' now haven't they. as for the ads themselves, i think they're brilliant. although whoever made the comment about fallon.. they're possibly even more brilliant hahah!