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”.