This section is devoted to the kind of marketing idea I love so much I wish I’d done it myself. My selection at the moment is the Carlsberg World Cup campaign. http://www.oldlions.co.uk Fabulous beer ad. A lot of ads for beer aren’t beer ads at all, if you know what I mean. The current San Miguel ad falls into this category. But back to the Old Lions. It surfs the World Cup, without going to the galactic expense of being an official sponsor. There’s a fun website, and the idea works through other media. And it’s popular. Loads of people sent me this link over an email, so it’s genuinely popular. And everyone knows that it’s from, and for, Carlsberg, which is the best thing about this campaign, and no probably about it. Well done Saatchi & Saatchi. http://www.saatchi.co.uk I wish I’d done this.