Pixel Power has announced that the live Carling ads aired during last year’s Fifa World Cup, which proved so successful during last year’s tournament, have been shortlisted for the Thinkbox TV Planning Awards 2011. The Thinkbox TV Planning Awards, which are held in conjunction with Campaign Magazine and Mediaweek.co.uk, celebrate effective uses of TV and recognise the people behind them. The ads are shortlisted in the Best Use of TV Innovation category.
The Carling live ads, played out on Pixel Power technology, caused a huge stir at the time. The final score of the England game that finished immediately prior to the ad break was reflected in the content of the ad itself. This was not just with the simpler text additions that several companies have been using but in the actual format of the ad via manipulation of the video and audio.