Men Belong to Carling

This gem from 2007 is a great example of tribal imagery. The flock of birds mirror the stereotypical behaviour shown by men when they are together, down the pub or watching the football.

Carling's brand ethos of 'belong' epitomises the relationship men have with each other. It must be working for the brand because it is still used today 3 years on, only now more blatently, without the symbolism. Agency: Beattie McGuinness Bungay, UK