Carlsberg "Dreams"

Going back to a slightly older ad in this post, with Carlsberg's 2002 "Dreams", one of the featured ads in the outstanding "Don't Do" campaign. Ireland qualified for the FIFA World Cup in 2002, and the national hysteria surrounding the event had began to rise. Carlsberg capitalised on this, providing a humorous ad that hankers back to the country's infamous Italia '90 success. Jason McAteer, an Irish football player, is a great use of celebrity cameo and really ties the ad together. Another great shot is taken outside a chipvan, a subtle reference to "The Van", a film fondly remembered by the Irish public.

Even still, OwensDBB, the agency which created the campaign, receive feedback from focus groups that Carlsberg should reinstate it's "Don't Do" campaign. I aim to cover a few more of this series in the coming weeks, as an example of some truly engaging best practice.