Carling Black Label launches new ad campaign

In an ill-timed press release entitled "Carling Black Label Flies High" - released on the day of the Constitutional Court judgment in favour of Laugh it Off T-shirt 'Black Labour' which parodied SAB brand, Black Label - the new Carling Black Label commercial which broke this weekend, was profiled.

Developed by South African Breweries in conjunction with Ogilvy Cape Town, 'it takes the brand into an exciting new space' the press release simpered.

Based on a true story, the ad follows two workmen who spot a small plane in trouble around dusk just outside their town. Thinking quickly, they organize their friends to clear a makeshift runway, which they manage to illuminate with their car headlights just in time to help the aircraft land. They then rescue the pilot before celebrating their achievement with Carling Black label.

Shot in early evening light over six days in the Malmesbury and Durbanville areas north of Cape Town, filming was very difficult with the story requiring expert stunt flying and the use of a helicopter to capture the action in the air.

"Making a film that was true to the power of a wonderful script was quite a challenge, but with thorough pre-planning and the involvement of some very talented people we think we pulled it off," says Carling Black Label Brand Manager, Julian Remba.

"The muscles and physical achievement are still there but this commercial captures the true heroism of being a man in a new way for the brand," added Geoff Whyte, Brand Marketing Manager of South African Breweries.

Time will tell if this commercial allows the brand to put behind it, this high profile and long drawn out 'David and Goliath' epic court battle between SAB, one of the biggest brewers globally, and the T-shirt company that was started by students.