TitleCut the Cliché this Valentine's Day
Agency
Campaign Cut the Cliché
Advertiser Reckitt Benckiser
Brand Durex

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Latest News

CARLING AND LONG LIVE THE LOCAL TEAM UP WITH SLAVES TO CELEBRATE LOCAL PUBS IN THE BRITISH BAND’S POWERFUL NEW MUSIC VIDEO

British band Slaves have today launched their new single, Bugs, with a full-throttle music video celebrating the band’s love for the Great British pub and its vital role as a live music venue.

 

The video – which sees the duo perform in a packed pub to a crowd of joyous punters before flashing to a dystopian version of the pub in a derelict state – ends with the campaign line ‘Keeping pubs alive keeps music live’. The project was devised by creative agency Havas London in partnership with Britain’s #1 beer, Carling, as part of its Made Local initiative, and pro-pub campaign Long Live The Local.

 

It was shot in the East End’s George Tavern, a historic pub renowned for its live music which was itself at threat of closure until a celebrity and musician-backed campaign saved it earlier this year. A 600-year-old Grade II listed building, the pub has hosted the likes of Nick Cave, Plan B, John Cooper Clarke, The Magic Numbers and Kodaline on its intimate stage.

 

Carling is a long-term supporter of local communities and the pubs that play such a key role in them. Its Made Local campaign champions initiatives that have a significant impact on such communities all over the UK and supports those people who are making things happen in their hometown, just like Carling in Burton-on-Trent. The video hopes to shine a light on the Long Live The Local campaign, the important role pubs play in the community and the role they have played in Slaves’ career, as well as those of other musicians. 

 

Long Live The Local is a campaign backed by Britain’s Beer Alliance. It calls for a cut to beer duty to help keep pubs alive, keeping them at the heart of Britain’s vibrant, modern culture and offering a stage for the country’s most exciting music talent. Planned increases to beer duty are putting local pubs under pressure – three pubs a day close their doors for good and Long Live The Local want to change that.

 

Miranda Osborne, Brand Director at Carling says: “Carling has been bringing musicians and fans together for decades. Supporting local pubs and the up-and-coming bands that perform in them aligns perfectly with our Made Local initiative, which champions people and projects that help local culture, community spirit and creativity thrive up and down the country.”

 

David Cunningham, Programme Director of Long Live the Local says: “Pubs have long been the home of live music. They are a breeding ground for talent - past, present & future, a place where bands meet their first fans. However, with three pubs a day closing their doors for good, live music is under threat. We need to keep pubs alive to keep music live, which is why we’re asking music fans across Britain to sign our petition calling on the Chancellor to cut beer duty.”

Mark Whelan, Chief Creative Officer at Havas UK, adds: “This is a music promo with a message. Its aim is to remind people of the vital role of pubs in British music culture and Slaves are the perfect band for it.”

 

First bursting out of Kent’s pub scene in 2012, Slaves have gone on to become one of the UK’s most ferocious live bands, and their brand of high-energy punk rock is winning them fans worldwide, from Melbourne to Moscow. The track itself is a commanding riff-heavy punk, with a thundering bassline from Laurie Vincent (guitar, vocals) driving the track forward, while Isaac Holman (drums, vocals) rages against society’s decline and the deluge of questionable information we’ve all been subjected to over the last few years.

 

Slaves say: ‘Without pubs we would have had nowhere to start our career. Pubs are so important to the careers of musicians. They are pillars of communities and need saving.’

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