Carlsberg relives 30 years of Liverpool FC sponsorship

Nostalgic spot takes brand through three decades of legendary moments

Published On
Aug 24, 2022

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As the U.K. Premier League gets started this month, Carlsberg is making the most of its 30-year sponsorship of Liverpool FC—the longest sponsorship in the League—in a nostalgic new campaign.

The effort includes a spot that evokes the music of the city and shows classic moments from the partnership's history. The ad is set in a city pub, where the barman pours a pint of Carlsberg as he gets ready for the Liverpool game. He's transported back in time to the 1990s, with a younger version of himself pouring a pint as fans watch iconic moments from games through the years on TV screens, frozen in time, but always trying to save their pint of beer from spilling while they celebrate their team.  

The campaign was created out of By The Network, a group of agencies that includes Worth Your While, Small, The Council and Drive Studios, with direction by Tore Fransden.

A bespoke soundtrack that recalls the Merseyside sound of bands such as The Beatles and Gerry and the Pacemakers adds to the reminiscent vibe. It was written by Danish composer Lasse Martinussen, former music video director-turned-composer and producer. Vocals are by Chris Griffith, a member of '90s local Liverpool band "The Real People," famous for playing local pub gigs in Merseyside, and sound engineering by Kevin Koch. The lyrics were written by Worth Your While agency in collaboration with Lasse Martinsen. They mention players and moments of the last 30 years while neatly summing up the relationship with a reference to "You’ll Never Walk Alone," Liverpool's anthem: “We walked these roads for 30 years and some, and we’ll never stop for the years to come."

As well as the spot, the wider campaign includes six limited edition "Legends" cans, designed by Taxi Studio, each featuring a legendary Liverpool FC player from the past three decades. They include Ian Rush, John Barnes, Sami Hyypia, Robbie Fowler, Jamie Carragher and Luis Garcia. Further activities to come will include mini-documentaries and activations that celebrate long-time fans.

“With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are," said Louise Bach, head of global sponsorships, Carlsberg, in a statement. "Spotlighting moments from the last 30 years—some big, some small, some unforgettable. And sharing it through legends present and past, and the fans.”