Sometimes ads find that executional sweet spot that hits humour, emotion, friendship, and combines it all with a brand warmth.
Sometimes ad strategies take out of date, faltering ideas and spruce them up into a piece of brilliance.
It won't change the world, but for my money the new Carling space ad is better than the Cadburys Gorilla, Sony Rabbit, Orange Rainbow and Guinness Domino combined.
It's not perfect but it absolutely hits the executional bullseye. From the setting, to the writing, to the actors (that mix between the old Carling 'everylad' and the new Carling 'bestmates', which, whilst being similar to the entourage that appears in every Carlsberg ad; actually offer something far more appealing from both strategic and executional viewpoints).
Carling ads used to be good pieces of work for a brand that felt like it was being taken downmarket. This on the other hand is an entirely different keg of beer. The Belong idea takes all that was good about the old ads, their universal appeal, the community spirit; and makes it that little bit more classy without going too far as to limit the brand.
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