Rosie Davenport
Carling is returning to TV screens next week with a £15m summer campaign aimed at encouraging consumers to serve beer chilled.
In keeping with the style of humour displayed in the brand's previous Cracking' and Frustrating' executions, the latest ad, entitled Chilling', continues the theme of obtaining a can of Carling in an exotic location.
Breaking on Wednesday (May 21) during the terrestrial TV film premiere of The Matrix, the commercial shows two friends marooned in a dried up lake who miraculously find a crate of Carling. They immediately discard the medical supplies in their fridge to make room for the cans.
But as the pair savour the taste of the beer, the implications of their decision becomes clear when a scorpion approaches.
The advert will be screened throughout the summer, with 85% of adults expected to see it seven times, according to Coors Brewers.
The beer's brand director, Des Johnson, said: "During 2003 we are supporting the brand with a £37m package. The advert drives home the message about our Chilling' campaign."
Carling has redesigned all its packaging to reinforce the advert's theme of drinking cold beer.