Mads Mikkelsen explains why Carlsberg's alcohol-free beer is better for tennis, modern art and skipping ads

The Danish actor is promoting Carlsberg 0.0 in campaign via Grey

Published On
Jan 06, 2021

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Heineken had Daniel Craig/James Bond promote its alcohol-free beer last year, and now rival Carlsberg is getting Danish actor Mads Mikkelsen, a former Bond villain, to explain why no alcohol makes great moments even better in the first global ad for Carlsberg 0.0.

The spot, by Grey Europe, sees Mikkelsen reflecting on how Carlsberg 0.0 improves a tennis backhand, baffling modern art and "parking in space," as he cycles round Copenhagen. He also skips his own ad while sipping on the brew.

This is the first time that Carlsberg has produced a global ad for its alcohol-free variant, and the push comes after the Carlsberg Group’s alcohol-free brews portfolio grew 29% between July and September of 2020. Miguel Campaná of Canada directed the ad, which will break initially in Denmark and Ireland before rolling out to other markets.

“At Carlsberg we believe that there is more to beer than its alcohol content and that great moments can be made better with beer," commented Carlsberg Global Brand Director Julian Marsili in a statement. "That’s why we created a great tasting alcohol-free beer to make more moments even better. That’s what we wanted to celebrate in the ad.”



Jan 06, 2021
Client :
Agency :
Global Brand Director :
Julian Marsili
Senior Global Brand Manager :
Eric Yves Schmidgall
Head of Marketing & Sponsorship :
Christopher Bak Billing
Global Brand PR Manager :
Sam Wainwright
Chief Creative Officer :
Javier Campopiano
Global ECD :
Emiliano Gonzalez De Pietri
Chief Strategy Officer :
Lars Samuelsen
Creative :
Andreas Hoff
Creative :
Sam Haynes
Creative :
John Gibson
Account Director :
Jeremy Pyne
Account Director :
Charlotte Porsager
Account Manager :
Christoffer Jensen
Executive Producer :
Casper C. Rasmussen
Production Company :
Canada Post
Producer :
Marta Argullós
Executive Producer :
Natali Sussman
Director :
Miguel Campana
Composer :
Alexis Estiz
Band/artist :
Alexis Estiz
Studio :
Pickle Music

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