A crab takes the starring role in the latest ad for leading standard lager Carling. Hitting television screens from today (Saturday), the commercial will also be shown in cinemas from September 21. The campaign, which runs until the end of December, sees the Carling crab leading a man, stranded on a desert island, to a fridge full of Carling. It then helps him to build a machine to make the fridge work and cool the beer. For his troubles, the crab is eaten by the man and washed down with a cold lager. Computer-generated imagery was used to create much of the action and Bass stressed the real crab on the set was not eaten. This is the fourth in a series of ads for the brand this year and continues the campaign's theme of the extraordinary appeal of the brand and the lengths people will go to get it. It is part of the massive £43m investment programme Bass has committed to the lager this year which will include a high profile run up to Christmas. Sales director John Holberry said: "The television ad spend has been doubled for Christmas 2001. "The sustained support continues to build Carling throughputs and is a key factor in developing the brand's number one position." Carling is the brand leader in the on-trade and in the total beer market, but is number two to Stella Artois in the take home market. It is the top brand in the off-trade standard lager category and Holberry said it was increasing its lead over its main rival, Foster's. {{DRINKS }}

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