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.