Carlsberg: The Lake by Fold7

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.