Over the years, Carling Black Label (CBL) has been a beacon of masculinity within the South African context, and its journey has very much followed the evolution, from men being physically strong, to the multi-dimensional nature masculinity today entails.  

This dramatic new commercial is the next step in this journey, showing the story of a man taking immediate action when a problem presents itself – using physical strength and mental skill. He immediately gets involved when an anxious horse escapes and runs wild in the city, ensuring not only the safety of other people but also that of the horse, bravely taking action when no one else would.
 
The sheer production scale of the ad initially caused some anxiety, but veteran director Keith Rose and Velocity Films delivered on the demanding challenge. 

Creative director, Jacques Massardo, says; “Carling Black Label is an iconic brand which always makes major statements in its marketing and this commercial results in a fresh creative expression of the brand’s rich heritage of demonstrating what it means to be a Champion man in contemporary South Africa”.

“Masculinity in South Africa is nuanced and evolving, Carling Black Label’s latest TVC reflects this by authentically communicating the proposition of Champion men being those who take action rather than sitting on the sidelines”, says CBL general manager Vijay Govindsamy, “and ultimately it’s these men of character who truly deserve the reward of the Champion beer”.

For more information, visit carlingblacklabel.co.za. Alternatively, connect with them on Facebook, on Twitter or on Instagram.