Stars back Carlsberg

14 May, 2010

A host of sporting heroes are backing the England football team through Carlsberg in the beer brand’s latest TV ad.

The 90-second ad, which will run until the end of June, includes Dame Kelly Holmes, Nigel Benn, Jack Charlton, Stuart Pearce, darts champion Phil “The Power” Taylor, and adventurer Sir Ranulph Fiennes.

It is part of Carlsberg UK’s £30 million campaign to inspire the England team this summer for the World Cup with the tagline Probably the Best Team Talk in the World … Since February, the brewer has been asking fans to show their support by creating their own team talks and has now presented its own version.

The ad begins two minutes before kick-off, with Pearce delivering some final words of inspiration in the dressing room, before the team makes its way to the pitch, spurred on by the likes of Sir Ian Botham, Superbike racer Carl Fogarty and Sir Steve Redgrave.

The final scene sees the late Sir Bobby Moore alongside a lion at the top of the tunnel ready to lead the team out to make their bid to win the World Cup.

Paul Davies, director of brands and insight, said: “This ad has been in the making for months and we hope it can help deliver some additional inspiration for the England team and the fans.”?Redgrave said: “We had a lot of fun creating this advert with Carlsberg. It was amazing to see so many English champions getting involved.” To view behind-the-scenes footage, visit

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