Creative Agency Fold 7 is the team behind Carlsberg’s latest advertisement entitled ‘The Crate Escape’.
A humorous take on the classic film ‘The Great Escape’, the ad takes place in remote health spa where the men are unwilling participants in their partners’ luxury spa weekend. After being tortured by the all-female staff the men join together to hatch a plan to break out of the spa and smuggle in a crate of Carlsberg.
Sven Langeneckert, vice president, Carlsberg Brand said: “With ‘The Crate Escape’ we demonstrate our continuing commitment to the line ‘That calls for a Carlsberg’ and positioning of the brand as a reward,” this theme of the advert – beer tastes better when you’ve earned it, particularly in a joint effort with your mates – runs throughout the comedic scenes, as the new found friends work together to dig their way out and hide the evidence. The advert ends with the male character telling the spa receptionist his stay was “most refreshing” underlining the brands positioning as a reward for an achievement.
Ryan Newey, founding partner, Fold7 added: “For a global ad, you need an internationally recognised scenario that translates across all markets.
“The difference between the way guys and their girlfriends like to spend their time is universal. It plays perfectly to Carlsberg’s characteristic humor and the proposition of the beer as a reward for achievement and stepping up and doing something when it needs to be done.”
Created as a 90, 60 and 30 second ad, ‘The Crate Escape’ will be shown in Ireland, Sweden and Belgium from July 8 and other regions in August before rolling out to global markets.