2012 Results

CAT 03 - Drinks (TVC)



Carlsberg , "Fan Academy"03-02877-TVC

Agency (city): Fold7 Ltd London

Creative Director(s): Ryan Newey

Copywriter(s): Ryan Newey & John Yorke

Art Director(s): Ryan Newey

Production Company (& City): Academy Films Ltd

Film Director(s): Peter Cattaneo

Agency Producer(s): Sam Balderstone, Sally-Ann Houghton


Created to get the nation behind the England football team, the key job of ‘Fan Academy’ was to build anticipation and momentum in the run up to the Euro 2012 tournament and celebrate what it is to be a true England fan.

The ad dramatises life at the ‘Fan Academy’, where fans are put through their paces to go that extra mile. Combining some of the key truths about England fans with Carlsberg’s characteristic humour, the ad takes a light-hearted look at what it means to be a committed England fan, from braving the elements, to coping with the stress of a penalty shoot-out. Famous UK celebrities from the world of football, sports and entertainment train fans to hone their skills in readiness for the tournament. Carlsberg is the reward for their efforts, with the ad culminating in the end line “Giving your all for England, That calls for a Carlsberg”.