Mads Mikkelsen Ponders the Secret to Danish Happiness in Carlsberg's Latest Spot

Actor Cycles Magically Round Copenhagen

Published On
Apr 20, 2017

Editor's Pick

What makes the people of Denmark the happiest in the world? Is it their love of the outdoors, their cool Scandi furniture design, their "hygge" - or perhaps their beer?

Danish actor Mads Mikkelsen ("Hannibal") philosophizes over this as he cycles round Copenhagen in Carlsberg's latest U.K. campaign. The spot, directed by Martin Krejci at Stink, sees Mikkelsen traverse the city on his bike, from cobbled streets to a forest picnic, to an apartment and finally Carlsberg's brewery. Between each change of scene he magically cycles through hedges, wardrobes, windows and more. The spot was created by agency Fold7; those cycling VFX are by MPC.

The launch of the ad includes a Carlsberg takeover the U.K.'s Channel 4 for the day, with the famous Channel 4 blocks being transformed into the Dannebrog (Danish flag) and the full 60 second advert first running at 9pm.


Apr 20, 2017
Brand :
Client :
Agency :
Project Name :
The Danish Way
Chief Creative Officer :
Ryan Newey
Executive Creative Director :
Simon Learman
Creative Team :
Lucy Aston
Creative Team :
Ben Ducker
Group Account Director :
Lara Woods
Account Manager :
Jamie Herman
Agency Producer :
Imogen Bell
Agency Producer :
Felicity Cruickshank
Director :
Martin Krecji
Production Company :
Stink Productions
Producer :
Charlotte Woodhead
Editor :
Tim Allen
Grade :
Jean-Clement Soret
Post Production :
Audio Post Production :

Need a credit fix? Contact the Creativity Editors

Project Type