Carling Black Label Revives Iconic 90s Squirrel Ad for Brand Relaunch

Carling Black Label Revives 90s Squirrel Ad for Relaunch

Carling Black Label has brought back its iconic 1990s squirrel advertisement as part of a brand relaunch, introducing a new squirrel named Skige who navigates an obstacle course. The original commercial, which aired in the 1990s, featured a brave squirrel tackling challenges to reach a nut feeder. This updated version includes a rope bridge, maze, and see-saw, and required over 100 hours to construct the course.

Training and Production

Skige trained for three weeks under the guidance of Trevor Smith, the same handler from the original advert. The voice-over is once again provided by Stephen Frost, who expressed his delight in revisiting the role. Behind-the-scenes footage featuring internet personality Robbie Knox has also been released.

Nostalgia and Research

The remake follows research showing that 51% of adults welcome the recreation of 1990s adverts. Humour was identified as the most important element by 43%, while a memorable soundtrack also scored highly. A survey of 2,000 adults commissioned by Carling revealed the top 25 things Brits would resurrect from the 1990s, including MTV music videos, free toys in cereal packets, and going out without a mobile phone.

—

Wide Pickt banner — collaborative shopping lists app for Telegram, phone mockup with grocery list

Gen Z and Fauxstalgia

Remarkably, 40% of Gen Z claim solid knowledge of the 1990s, despite many being born in the 2000s. Over 30% describe the decade as a simpler time, highlighting a trend of 'fauxstalgia'—longing for an era they never experienced.

Brand Director's Comments

Ryan McLaughlin, brand director for Carling, said: "The research shows just how much nostalgia the 90s holds in people's hearts. Whether it was your favourite band, TV show, or memorable advert, there is loads to celebrate from the decade. We've seen lots of things make a comeback, from Oasis to flared jeans. Bringing back the iconic squirrel felt like the perfect way to connect past and present."