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
Mar 04, 2019
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.