Marcel Desailly Leads the French Revolution in Carlsberg's Lavish Euro 2016 Spot

French Soccer Star Starts a March to the Barricades

Published On
May 19, 2016

Editor's Pick

Carlsberg brings a French revolution theme to its "If Carlsberg did..." campaign in a spot promoting its sponsorship of next month's Euro 2016 soccer tournament, which France is hosting.

In 72andSunny Amsterdam's lavishly produced spot (filmed in Uruguay by Hobby Film director Oskar Bard with a cast of 400 extras), celebrated French player Marcel Desailly leads a march to the barricades, swiping tickets from French VIPs, after hearing that tickets have sold out. On the way there are plentiful references to the tournament, such as a predicting octopus pointing to underdogs Iceland to win, and Irish and Swedish fans pouring over a guide to "surviving the group of death.") Eventually Desailly succeeds in his mission to score more tickets, which are given out with the cry: "Let them drink beer!"

The ad is designed to highlight Carlsberg's ticket giveaways for fans. It's part of a campaign that also includes a life size Delacroix-style oil painting which visualizes the most iconic moments from the film, a stunt in Paris, print, OOH advertising and a social media campaign.


May 19, 2016
Brand :
Client :
Agency :
Vice President, Global Marketing :
Mikkel Pilemand
Senior Marketing Manager :
Richard Whitty
Global Creative Advisor :
Thomas Busch
Executive Creative Director :
Carlo Cavallone
Executive Creative Director :
Stuart Harkness
Creative Director :
Matt Heck
Writer :
Lee Boulton
Designer :
Jan-Willem De Man
Managing Director :
Nic Owen
Group Brand Director :
Brendan Bell
Senior Brand Manager :
Su May Tan
Brand Manager :
Henry Poynor
Intern :
Jackeline Mosayhuate
Business Affairs Director :
Madelon Pol
Business Affairs Director :
Nora Adams
Director, Strategy :
Stephanie Feeney
Director, Strategy :
Danny Feeney
Director, Film Production :
Stephanie Oakley
Producer :
Greg Hemes
Film Production Company :
Hobby Film
Director :
Oskar Bard
Executive Producer :
Niklas Adolfsson
Producer :
Anna Bergstrom
Director, Photography :
Sebastian Wintero
Production Company :
El Camino Films
Art Director :
Rodrigo Martirena
Art Director :
Roger Belles
Wardrobe :
Nail & Rockett
Wardrobe :
Alejandra Rosasco
Editing House :
Film Editor :
Tim Hardy
Executive Producer :
Angela Hart
Post Production Company :
Electric Theatre Collective
Producer :
Johnny Fairburn
Lead Visual Effects :
Yourick Van Impe
Colorist :
Jean-Clment Soret
Color :
Producer :
Edwin Elkington
Music Company :
Capitaine Plouf
Composer :
Audio House :
Wave Studios
Audio Engineer :
Ed Downham
Print Producer :
Nili Zadok
Artist :
Dominique Gaucher
Image Capture :
Dominique Skoltz
Retouching :
Loupe Digital Imaging
Retoucher :
Guillaume Koenig

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