The ad, part of the ‘know who your mates are’ series and dubbed ‘rescue’, depicts five male friends as pioneers in America’s wild west.
It follows two previous ads using the same characters, one in the arctic and one in space, which recently won a top prize at the British Television Advertising Awards.
In the latest ad, one of the mates sends out an urgent telegram asking to be rescued from “the dullest tea party in the west”. The boys arrive, collectively devise the excuse of “your house has been blown away”, and then ride off to freedom.
Coors has increased ad activity for Carling this year, recently announcing the lager would sponsor movies on ITV channels 2, 3 and 4.
England’s failure to qualify for the European football championships this summer means brewers and retailers are looking for other opportunities to boost sales.
Carling remained the second biggest beer brand in the UK off-trade in 2007, according to OLN’s Beer Report, but slipped three per cent in sales for the year to October 6th.