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.