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Carling: “Decorators” Ad- It’s a Boy

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Carling: 

“Decorators” Ad- 

It’s a Boy

Another advert capitalizing on the royal birth was Carling. Even though this brand is not something that is well-known worldwide, their advertising tactic to focus on a highly covered news event made the company seem accessible to the general public on an international scale.

This advert added comedy and pulled off a high quality online advertisement in a matter of days after the birth of Prince George Alexander Louis of Cambridge. The Carling advert was creative in its objective to have a congratulatory message. Its original use of humor helped this online advert hit almost 5,000 “likes” within the first six hours of its release (Trendolizer.com, 2014).

Created by Creature of London Advertising, is a part of the “not quite Carling” campaign and is the third digital short for the acting partners “Dylan” and “John.”

 In this advert, the decorator of the nursery for the new Prince is not aware that the royal baby was announced to be a boy. The decorator paints the nursery pink and goes to collect his “reward,” a Carling, naturally. Upon which, he finds out that his work is simply “not quite Carling.”

The brand director of Carling, Jeremy Gibson, released a comment on this advert stating:

 “As Britain’s number one beer what better excuse to raise a glass than the birth of the Royal Baby? As the big day approached people have spoken of little else, so we thought it would be great to celebrate the birth with a bit of classic tongue-in-cheek Carling humor and congratulate the Royal couple on their new arrival. Carling has a reputation for making adverts that provide an amusing take on current events. It’s a tradition that we’re keen to continue, so watch this space in the coming months,” (LBBOnline, 2014).

This advert went viral! Online blogs, Facebook pages, everyone raved or at least had something to say about this advert. There are questions from the public if the advertisement was appropriate with humor. Unlike the Coca-Cola advert, Carling did not take a minimalistic congratulatory approach. I feel as though that was a highlight of Carlings advertising direction. Among the many “Celebrate with William and Kate” messages, Carling was the first to make an advert that set itself apart.