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
May 22, 2019
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.
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.