Carling Lager is the beer behind a series of TV adverts celebrating male mateship, with the tagline “You know who your mates are” extending the previous one-word concept of “Belong”.
In “Rescue” a posse of cowboys deliver their mate from painfully genteel company. Click on the image below to play the video in YouTube
In “Space” we’re asked the question, “Did you seek the truth?” Five spacemen are about to be admitted to a star gate. But hang on. One of them is wearing trainers (sports shoes). There’s a dress code to be maintained. Smart. Click on the image below to play the video in YouTube
In “Out” the radio’s just died. But Dan’s keen to be celebrating his birthday with his fellow explorers in sub zero temperatures. Dress code is smart casual. From December 2007. Click on the image below to play the video in YouTube
The Carling Mates campaign was developed at Beattie McGuinness Bungay, London, by executive creative director Trevor Beattie, art director Gav McGrath, copywriter Pat Burns, agency producer Jane Oak.