Campaign of the moment - Carling - You know who your mates are
My favourite campaign at the moment has to be the 'You know who your mates are' campaign for Carling beer. I'm not too familiar with the beer - mostly because it tastes like piss - but I'm pretty certain it has been building a relationship with blokes through football sponsorships and the like throughout the UK. This brand campaign is a broader approach, understandably, that cleverly re-creates common situations guys find themselves in, although within a different context. For example, the latest TV spot sees a group of guys stranded on an island, hailing a passing ship. Subtle additions such as the fact that the passing ship has 'its light on' inform the viewer that they're watching a metaphor for modern life. Anyone who has struggled to find a cab late at night after the pub can relate to the feeling - it's barely an exaggeration. While the situations perfectly relate to Carling's target audience - guys who drink beer - what makes the campaign so s...