Created to get the nation behind the England football team and celebrate Carlsberg’s long-standing association with football and sponsorship of the England team, the key job of 'Fan Academy' was to build anticipation and momentum in the run up to the Euro 2102 tournament. The ad dramatises life at the ‘Fan Academy’, where dedicated fans are put through their paces to go that extra mile in support of the National side.

Combining some of the key truths about England supports with Carlsberg's characteristic humour, the ad takes a light-hearted look at what it means to be a committed fan, from braving the elements of a typical English Summer, to coping with the stress of a penalty shoot out.

Famous celebrities from the world of football, sports and entertainment, including Des Lynam, Stuart Pearce, Sir Bobby Charlton, Ian Wright and Brian Blessed, train fans to hone their skills in readiness for the tournament.

The ad is peppered with footballing references that are revealed the more you watch, driving online shareability and talkability in traditional media. Fan Academy quickly found a place in the hearts of the nation and became the most shared England commercial of all time.