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.”