Agency: Fold7
Client: Carlsberg
Date: May 2019
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Carlsberg brand philosopher Mads Mikkelsen returns to UK TV screens this May, as part of Carlsberg UK’s ambition to tell 97% of UK adults about new Carlsberg Danish Pilsner. The new UK-specific TV ad will run through summer and deliver the same honesty and humour as the campaign that has captured the attention of the nation over the last month.

In the new ad Danish actor Mikkelsen confesses that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”. After enjoying a pint of new Carlsberg Danish Pilsner Mads hints at what happened to the person responsible for the old beer in the UK.


CCO: Ryan Newey

Creative Directors: Adrian Lim, Rupert Jordan

Agency Producer: Michelle Hickey

Agency Client Services: James Joice, Chloe Cooper, Kathryn Mason

Production company: MJZ

Director: Nicolai Fuglsig

Producer: Tim Wild

DOP: Rasmus Videbaek

Editor: Bill Smedley and Charlie Moreton at Work

Post Production: Greg Spencer at The Mill

Grade: James Bamford at The Mill

Audio Post Production: Sam Robson at 750mph

Music: Major Tom