Having given the "If Carlsberg Made" treatment to supermarkets and hair salons recently, Carlsberg and agency 72andSunny Amsterdam are turning their attention to soccer.
In an ad made to mark the start of the U.K. Premier League soccer season, of which Carlsberg is a sponsor, we get to see a guy's idealized version of a kickabout in the park. That involves an instant physio treatment with a magic sponge that makes a player younger, fitter and slimmer; appearances from the likes of Manchester United goalkeeper Peter Schmeichel and U.K. soccer presenter Jeff Stelling; a giant screen that proves a disputed goal has gone in and a surreal moment of slo-mo action. (Knowledgeable soccer fans will also spot references to past moments in Premier League history, such as Wayne Rooney's scissor-kick goal). And, of course, there's beer on tap.
James Brown directed the spot, via production company Mustard.