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.