Carlsberg is celebrating the ups and downs of the Premier League for die-hard football fans in a rollercoaster of a new global advertising campaign.
Featuring football stars such as Robbie Fowler, Marcel Desailly, Jimmy Bullard and Gareth Southgate, ‘The Ride’ captures the emotions, feverish devotion, mad excitement and the maddening lows experienced by football fans.
On the Carlsberg rollercoaster are the football greats, commentators, coaches, referees, photographers, WAGs and of course the everyday fans. Fans are pictured riding the rollercoaster alone, presumably representing those watching the game at home on TV, or amidst a crowd of supporters to capture the stadium atmosphere.
As the rollercoaster flies upwards hands are raised in excitement, at the crest before it tumbles down jubilant faces become crestfallen and hands get smacked to heads.
‘The Ride’ has been rolled out across TV and cinema with print, out-of-home, packaging, and PR to come.
Across social media – Twitter, Facebook and Instagram – the hashtag #JoinTheRide is being pushed.
Buenos Aires agency Santo, which won the global account in February, is behind the work.