Carling’s latest advert sees the beer brand return to its hometown to highlight community projects in its “Made Local” initiative.
The advert was filmed in Burton-on-Trent and shows the people who are involved in their communities across the country.
Made Local was conceived by Havas London and is spread across two films: one looks into the history of Carling and the other speaks to the people who have made contributions to their own hometowns.
Together they seek to banish regional stereotypes in a campaign which will also span out-of-home, video on demand, cinema and social media.
The “Made Local” initiative forms part of a wider “Putting the Great Back into Great British Pubs and Clubs” campaign launched by brand owner Molson Coors back in March 2017, designed to celebrate communities across the UK and provide “practical, first hand support to pubs and clubs”.
Miranda Osborne, brand director at Carling, said: “Scratch beneath the surface and you’ll find countless stories like ours – those of passionate, dedicated people making things happen in their hometowns.
“Uncovering some of these inspired us to create the Made Local Fund, our commitment to supporting new ideas and activities that will benefit local communities and the people that underpin them.”