Carling profiles an LGBTQ soccer club in branded documentary

Molson Coors-owned beer brand's 'Made Local' campaign champions people making a positive impact in their hometown

Published On
Mar 04, 2019

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Once the preserve of advertising very squarely aimed at straight men, beer's sponsorship of sport is changing dramatically in the U.K., with Molson Coors-owned Carling this week introducing an ad featuring an LGBTQ-friendly soccer team. 

The 30-second TV spot profiles Black Country Fusion FC, a non-league and LGBTQ+ inclusive team whose chairwoman, Skye Stewart, is transgender. It directs viewers to watch a longer-form documentary about the club (see below), which was founded in 2016 because there were no LGBTQ-friendly teams that played in the Sunday leagues.

The campaign, by Havas London, is part of the beer brand's "Made Local" campaign, which champions and supports people who are making a positive impact in their hometown. Carling has provided all of Black Country Fusion FC’s teams with new kits for the 2018/19 season. 

Stella Scott directed the work, which was produced via Somesuch. Scott is repped by Pulse Films.

Credits

Date
Mar 04, 2019
Client:
Carling
Agency:
Havas-London
Director:
Stella Scott
Producer:
Lundi Shackleton
Director of Photography:
Ann Evelin Lawford
Editor:
Tom Chick
Location Manager:
Lucinda Spurrier
1st AC:
Karl Hui
Sound Recordist:
Bal Rayat
Post Production:
The Mill
Colorist:
James Bamford
Sound Mix:
Factory
Production Company:
Somesuch
Executive Producer:
Sarah Pearson
Executive Producer:
Tom Gardner
Creative Agency:
Havas-London
Creative Director:
Lynsey Atkin
Producer:
Katie Wood
Executive Producer:
Kiri Carch
Executive Creative Director:
Ben Mooge
Creative:
Lynsey Atkin
Creative:
Sam Turk
Creative:
Paul Robbins

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