A £3.5m media blitz for Carling this month and next will culminate in the launch of Spillage, a follow-up to the Cracking ad screened earlier this year. Coors Brewers began the lager's build up for the World Cup this week with the introduction of three football oriented ads under the Game On slogan, all taking a humorous look at people faking injuries so they can take time off to watch matches. At the same time the brewer is building momentum behind its music sponsorship with the first Carling Homecoming event next week featuring Jamiroquai at the Broadway Boulevard. The Spillage advert making its debut on June 2 will continue the campaign's theme of the lengths people will go to get their hands on a cold pint of Carling. "It is going to be a big summer for Carling which will have a heavyweight TV advertising profile," said marketing director Mark Hunt. "People drink more lager in the summer but the World Cup will give us an extra bonus." The summer push is part of a £35m programme for the brand this year. {{DRINKS }}