Advertising agency Fold7 have created Carlsberg’s headline 2012 TV campaign ‘Fan Academy’. As sponsors of the national team and the UEFA Euro 2012 tournament, this is the most important UK activity for the brand this year.

Created to get the nation behind England once more, the ad centralises on life at the ‘Fan Academy’, where fans are put through their paces to go that extra mile and “give their all for England”. Playing on Carlsberg’s characteristic humour, the ad takes a light-hearted look at what it means to be a true England fan. Famous celebs from the world of football, sports and entertainment, including Des Lynam, Stuart Pearce, Sir Bobby Charlton, Ian Wright, Brian Blessed and Ray Mears train fans to hone their skills, “pushing the limits in fan performance” as Des Lynham exclaims.

Fold7 were appointed after a competitive pitch against long-term incumbent Saatchi & Saatchi earlier this year.