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

Editor's Pick

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.


Mar 04, 2019
Client :
Agency :
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 :
Production Company :
Executive Producer :
Sarah Pearson
Executive Producer :
Tom Gardner
Creative Agency :
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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