Carlsberg beer has launched “The Ride”, a global marketing campaign connected its three year deal with the Barclays Premier League. The Ride commercial focuses on the rollercoaster of emotions that everyone involved with the Premier League goes through during every game and season, with appearances by football legends Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly and Chris Kamara. The campaign includes packaging, point of sale, print, outdoor advertising, digital and PR. Carlsberg is encouraging fans to #JoinTheRide throughout the campaign on its Twitter, Facebook and Instagram pages.
Over 200 extras took part in the film playing fans, linesmen, players, managers and more. The rollercoaster travelled over 120km during filming and went round the track 100 times! The advert was filmed at the Walibi park near Amsterdam, and the rollercoaster is called ‘Goliath.’ Nearly 20 cameras were used during the shoot, including ten which were attached to the roller coaster cars. A helicopter was also used during the shoot to capture the vital aerial shots. A crew of 120 people were on hand throughout the two days of filming.
The Ride campaign was developed at Santo by creative directors Sebastián Wilhelm and Maxi Anselmo, art director Juan Ignacio Etchanique.
Music is “Preparations for the Last TV Fake” by Yann Tiersen.