Chris Kamara Poses as an Old Man in Hidden Camera Carlsberg Film

Firecracker has produced a series of online films for Carlsberg with creative agency Fold 7. The films appear in the run up to 2016 UEFA European Championship.

The first film, "Your seat for Euro seat", launches today and stars the well-known Sky pundit, Chris Kamara, walking around the London Underground disguised as an old man.

When tube travellers give up their seats for him, Kamara reveals his true identity and rewards their kindness with a pair of tickets for the European Football Championships, which kicks off in France in June. 

The film ends with the tagline: "If Carlsberg did substitutions" and was directed by award-winning TV and Advertising director, Chris Faith.

All the action was captured using multiple hidden cameras - namely: a “book cam”, a “newspaper cam” and several “bag cams”.

Other production hurdles included pursuing commuters to sign release forms after they had left the train.

Firecracker are confident that the film will be a hit for Carlsberg, and they would like to think that they may also encourage Londoners to give up their tube seats with a little more enthusiasm than usual.