Ruud Gullit stars in new Carling Black Label TV ad

3 Sep 2010

Champion footballer and coach Ruud Gullit - a legend who has been connected to AC Milan, Chelsea FC and LA Galaxy - is the perfect fit for the new Carling Black Label television, which highlights the champion coach's ability to identify a champion beer.

Ruud Gullit stars in new Carling Black Label TV ad

Gullit is one of the best-known proponents of "total football", for having the natural aptitude and talent to play well in any position. He made his debut for the national Dutch team on his 19th birthday, eventually becoming captain and making 66 appearances. He was named Dutch footballer of the year three times, world player twice, Dutch sportsman of the year and European player of the year, an award also known as the Ballon d' Or. He dedicated this prestigious prize to Nelson Mandela, who was still incarcerated at the time. His move to top Italian club AC Milan broke all transfer fees, setting a new record of £6 million (about R67 million.

Gullit's talent as a player is matched by his talent as coach. He guided English club Chelsea FC to their first triumph at the FA Cup in 26 years, becoming the first non-British coach to win the tournament. He then took Newcastle United to the final of the FA Cup, and guided American team LA Galaxy - home to David Beckham. Gullit is a member of FIFA 100, world-renowned striker Pelé's list of the greatest living footballers.

Soccer fever

He was back in the country for the 2010 FIFA World Cup, at the time the new Carling Black Label television advertisement was conceived.

"Soccer fever is raging in South Africa and we wanted a football champion to highlight the fact that Carling Black Label is a champion beer," says Ogilvy Cape Town creative director Jonathan Lang. "We started with a long list of potential partners but Ruud shone through as a champion player and coach, a rare combination in any field. Within two months he was on board and happy to be back in South Africa - a country to which he feels a strong affinity."

The new TV ad was shot over three days at two locations in Cape Town, the Albert Hall in Woodstock and the football fields in Langa, with legendary director Ian Gabriel of Giant Films at the helm. It shows Gullit relaxing with a friend in a lively bar while watching an energetic game of foosball.

"The new commercial is part of our long-term strategy to renovate Carling Black Label's positioning in the marketplace," explains Andrea Quaye, Carling Black Label GM. "We - together with South African men - have come a long way from the days of the blue-collar worker hero. Along the way, Carling has also collected 19 international awards for taste, outstripping local and international competitors by a wide margin, while always remaining true to its promise to deliver 'More refreshment. More reward.'"