Carlsberg Rewarding Kind Tube Passengers With Euro 2016 Tickets

Chris Kamara, the former footballer and Sky Sports pundit, "dresses in disguise and rewards unsuspecting Tube travellers in London with football match tickets in a new Carlsberg campaign ahead of Euro 2016," according to Omar Oakes of CAMPAIGN LIVE. Created by Fold7, the film shows Kamara "dressing up as a well-dressed older gentleman, with a beard and walking stick, and walking around the London Underground followed by a hidden camera." When members of the public offer their seat to him, "he reveals that he is in disguise and rewards their kindness with tickets to a match at the European Football Championships, which kicks off in France in June." The tagline is "If Carlsberg did substitutions," a play on substitutions which take place in a football match. The "your seat for Euro seat" film was written and art directed by Fold7’s John Yorke and was directed by Chris Faith through Firecracker Films (CAMPAIGN LIVE, 4/29).