Frank Black / 26 April 2025 / Categories: Opinions, Advertising, TV Advertising

Angelo Poretti Take me to the lake beer

Have you seen the foxes advert?

The advert made me notice but hasn’t made me try. Yet. That’s today while watching the Marathon on TV. The advert is worth looking out for, set to the unconventional 1972 Italian hit, Prisencolinensinainciusol by Adriano Celentano it tells the story of escape using Italy's northern lakes as a backdrop and Poretti ancestral home to create advertising magic we don't usually see at this level from ad executive and creative director David Shirley at Pablo.

We are always taking about the adverts in our house. It’s been discussed having cable TV subscriptions without there are so many. We have not subscribed to ad free TV as yet.

I do love a cold beer lager in the summer and the “Take me to the lake” beer ad that’s popped up lately on our screen has caused some discussion in our house. We think it’s a bit of a knock off of the Virgin broadbands ads where we see a big fat sealion take the controls of a small boat moored at a jetty and set off out to sea and yet we are discussing it, the advertising executives mandate, get people talking.

Similarly in the Angelo Poretti advert a bunch of foxes are driving small wooden boat the “motoscarfo” or water taxi you see ferrying celebrities around Venice at film festivals and the like, stepping off jetty’s into the iconic wooden boats. A good looking movie star like bachelor lounges in the back of the boat stewarded by his friends, the foxes taking care of business whilst he sips on his Angelo Poretti lager which is also available in a zero alcohol version.

No where in the advert does it tell us this ad is actually produced by Carlsberg even though they are “probably the best lager in the world” and just as comparison in Tesco a four pack of Carlsberg costs £5.25 a four pack of Angelo Poretti is £5.75

I’ll be interested to try them side by side with my mates to see if we can tell any difference in taste.

I am becoming a bit of a zero alcohol connoisseur since signing up for the London Marathon 2026.

We are watching at home from the sofa with a couple of 4 packs of each. I’ll report back whether I am transported to the Italian Riveria at first sip, if I change from a slightly overweight Geordie into a suave slick laid back Italian stallion it if it’s Carlsberg in a different can.

The advert worked and made me purchase, I haven’t tasted the beer yet and I am already telling you the story. The mark of a great advertising campaign.

Who else is having a pint and watching the London Marathon today?

Just to clarify the original Angelo Poretti brewery established in 1877 is now 75% owned by Carlberg, it will be interesting to see if it’s just Carlsberg in a different bottle for a higher price.