Carlsberg now is in the camp of the brands, which launched commercials dedicated to the upcoming World Cup. The famous beer manufacturer has released a new video «Team Talk» featuring football stars to promote the sport event and support the national team of England. The Saatchi & Saatchi agency created a spot, which is paying a tribute to the British sport legends, including Jack Charlton, Stuart Pearce and Sir Trevor Brooking.

Paul Davies, the director of brands and insight and Carlsberg UK, said, “This ad has been in the making for months and we hope it can help deliver some additional inspiration for the England team and the fans. Pulling the shoot together was an impressive undertaking and it was a real honour to bring all of these sporting heroes together.”

Paul Silburn, executive creative partner, Saatchi & Saatchi, commented, «Through it’s sponsorship of the England team Carlsberg is in a unique position during the tournament. So we also see this is a unique ad in that its target audience is just eleven men — the eleven players who will step onto the pitch to represent the hopes and prayers of the other 49 million English men and women. It’s our ambition that the team will watch the ad and draw inspiration and motivation from it.»

The 90-second video also features adventurer Sir Ranulph Fiennes, world darts champion Phil ‘The Power’ Taylor, athlete Dame Kelly Holmes, cricketer Sir Ian Botham, the members of the rock band Kasabian, Olympic rower Sir Steve Redgrave, world  superbike champion Carl Fogarty, and Sky Sports anchor Jeff Stelling — the celebrities appear as the team is heading to the field along the tunnel. In the end of the ad the footballers are met by a picture of the late Bobby Moore, England’s 1966 World Cup-winning captain.

The behind-the-scene videos and interviews with the stars can be found at the website www.englandteamtalk.com, hosted on the YouTube platform.