Mads Mikkelsen stars in Carlsberg's Scandi Noir ad about its refreshed recipe

Actor asks what happened to the person responsible for the old version

Published On
May 22, 2019

Editor's Pick

Danish beer Carlsberg recently took back its 30-year-old proposition that it's "probably the best beer in the world" in a new U.K. campaign saying the total opposite. The effort introduced its new refreshed brew and admitted that the brand had too long focused on cheap pricing over quality. The brand continues its new message in a TV commercial starring Danish actor Mad Mikkelsen that takes a distinctively "Scandi noir" approach.

In the ad, created by Fold7 and directed by MJZ's Nicolai Fuglsig, Mikkelsen (who's appeared in previous ads for the brand eulogizing the Danish way of life and also played Dr. Hannibal Lecter in the eponymous series) is pictured rowing across a misty, wintry lake to music that could have come from the original Danish version of "The Killing. "

He admits that Carlsberg has concentrated too much on being "the biggest, not the best." After telling us that the beer has been re-brewed, he asks a butler waiting on the jetty with glasses of beer, "Has the person responsible for the old beer been dealt with?" He gets a rather chilling response before raising an eyebrow and remarking, "Probably." 

We hope no marketing directors (or agencies) were harmed in the making of the spot. 

Credits

Date
May 22, 2019
Client:
Carlsberg
Agency:
Fold7
Chief Creative Officer:
Ryan Newey
Creative Director:
Adrian Lim
Creative Director:
Rupert Jordan
Agency Producer:
Michelle Hickey
Agency Client Services:
James Joice
Agency Client Services:
Chloe Cooper
Agency Client Services:
Kathryn Mason
Production Company:
MJZ
Director:
Nicolai Fuglsig
Producer:
Tim Wild
Director of Photography:
Rasmus Videbaek
Editor:
Bill Smedley
Editor:
Charlie Moreton
Edit:
Work
Post Production:
Greg Spencer
Post Production:
The Mill
Grade:
James Bamford
Audio Post Production:
Sam Robson
Audio Post Production:
750mph
Music:
Major Tom

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