British beer brand Carling is tapping into serious nostalgia with the return of its legendary Carling Black Label campaign – including a modern remake of its award-winning 1990 “squirrel” advert.
The reboot marks a new era for Carling Black Label, blending retro culture with fresh creative energy, and reviving one of the most recognisable characters in UK advertising history.
The Return of the Famous “Squirrel” Ad – Meet Skige
At the heart of the campaign is Skige, a brand-new version of Carling’s chaotic furry hero.
In a reimagined obstacle-course storyline, the squirrel takes on a high-energy challenge filled with twists, turns and comedic mayhem. The set was reportedly built over 100 hours, with Skige undergoing three weeks of training under expert squirrel handler Trevor Smith – who also worked on the original 1990 advert.
The result is a fast-paced, tongue-in-cheek remake that pays homage to the original while updating it for a new generation of viewers.
A Familiar Voice Returns: Stephen Frost Reprises Iconic Role
Adding another layer of nostalgia, comedian Stephen Frost returns to the campaign, once again lending his voice to Carling Black Label.
Frost, who featured in the original 90s advertising run, said:
“I was around for the original, so it’s been a real trip down memory lane working with Carling Black Label again. It’s great to revisit such an iconic campaign and to be involved in something that still has so much energy and personality today, but for a new generation of drinkers.”
Brits Reveal Their Favourite 90s Comebacks
To celebrate the launch, Carling commissioned research exploring what Brits would most like to bring back from the 1990s.
The results highlight a strong wave of “nostalgia culture” across generations:
- 63% want classic Saturday morning TV such as SMTV Live and CD:UK back
- 55% miss leaving the house without a phone
- 30% would revive 90s slang like “whatever” and “talk to the hand”
- 17% want video rental stores to return
Interestingly, the nostalgia isn’t limited to older generations. Around four in ten Gen Z respondents said they feel knowledgeable about the 90s, despite not experiencing it firsthand – a trend the report calls “fauxstalgia”.
Social media is also playing a role, with 70% of Millennials and 62% of Gen Z saying online content makes them want to relive the decade.
Why 90s Culture Is Making a Big Comeback
The research suggests that music, early internet-free lifestyles, and iconic TV shows remain the strongest nostalgic triggers.
Other key throwbacks include:
- Fashion trends (26%)
- Toys and games (22%)
- Classic advertising (17%)
More than half of respondents (51%) also said they enjoy seeing brands recreate retro adverts – provided they’re done well – with humour (43%) and memorable soundtracks (34%) ranked as the most important ingredients.
A Modern Beer with Classic Roots
Carling Black Label returns nationwide with a refreshed brew at 4.7% ABV. The beer is brewed using 100% British barley in Burton upon Trent and cold-filtered for a crisp finish.
According to Brand Director Ryan McLaughlin, the campaign taps into the growing cultural appetite for nostalgia:
“The research shows just how much nostalgia the 90s holds in people’s hearts… There’s one thing we could bring back from the 90s and the iconic Carling Black Label squirrel felt like the perfect way to connect past and present.”
