One in the eye for another pesky God-like being

At last, a decent beer ad. It's reminiscent of the only decent part of any Star Trek film - the one where Kirk asks God why the hell he needs a space ship.
I thought beer ads were starting to disappear up their own arse what with that obtuse Stella monster boring the pants off everyone (although it does have a monkey in it, which is good), and Guinness jumping on the Cog bandwagon. That's society biting you on the bum, saying you can't make booze drinking look cool or youthful or trendy etc.
I guess the old wisdom about creativity finding new ways to express itself when its options are restricted have paid off for Carling. You see, it's not about the beer, but about standing by your mates. Alcopop brand WKD tried something similar but failed miserably because they were all about taking the piss out of your friends rather than supporting them.
And there's the rub: a funny, blokey ad that's really quite grown-up.

Agency: BMB

See also: Bounced out; International relations all ale and hearty - part 3