Ruud Gullit stars in Carling Black Label TV ad
Marketing 67
Footballer and coach, Ruud Gullit, has been selected for the new Carling Black Label TV advert, which highlights the Gullit's ability to identify a champion beer. It shows Gullit relaxing with a friend in a bar while watching a game of foosball. Other patrons are cheering on their favourite soccer team in a televised game.
As Gullit watches the game, he talks about his career and first-hand knowledge of what makes a champion.
The TV ad was shot over three days at two locations in Cape Town - the Albert Hall in Woodstock and the football fields in Langa, headed by Director, Ian Gabriel of Giant Films.
“Soccer fever is raging in South Africa and we wanted a football champion to highlight the fact that Carling Black Label is a champion beer,” says Ogilvy Cape Town Creative Director, Jonathan Lang.
“We started with a long list of potential partners but Ruud shone through as a champion player and coach, a rare combination in any field. Within two months he was on board and happy to be back in South Africa – a country to which he feels a strong affinity.”
“The new commercial is part of our long-term strategy to renovate Carling Black Label’s positioning in the marketplace,” explains Andrea Quaye, Carling Black Label GM. “We – together with South African men – have come a long way from the days of the blue-collar worker hero. Along the way, Carling has also collected 19 international awards for taste, outstripping local and international competitors by a wide margin, while always remaining true to its promise to deliver ‘More refreshment. More reward.’
"We wanted to reflect the new South African man and highlight our most-awarded status in our new campaigns. Ruud is the perfect combination of player, coach and champion, as well as being savvy businessman; father; and husband. He plays many roles, just like the men who enjoy Carling Black Label."
“To us, a champion is more than just a winner. It is someone who works longer; harder; and smarter to build a better life for himself. Ruud has done just this and we hope he inspires many more men to do the same.”
The ad started flighting this week. Carling Black Label is offering the chance to win 10 trips for two to the 2011 Rugby World Cup; a match between Real Madrid and Barcelona; or a F1 Grand Prix race. Prizes worth R10-million are also up for grabs.
Entry is by SMS at a cost of R1 and two winners will be announced each week for the duration of the campaign.
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