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Tuborg says ‘cheers to hell’ in dark ad for music festival Copenhell


By Ellen Ormesher, Senior Reporter

June 9, 2022 | 2 min read

Danish heavy metal festival Copenhell has summoned in a campaign to mark its partnership with Carlsberg-owned beer Tuborg ahead of the festival’s return post-pandemic.

“Cheers to hell” reads the strapline to Tuborg's ad in partnership with Copenhell/ Image via Tuborg

Music fans attending Copenhell are known for their dark costumes and debaucherous behavior when they gather in the Danish capital for the festival, which has been welcoming thousands of fans of the genre every year since 2010 – bar its hiatus during Covid-19.

To celebrate its partnership, Tuborg is embracing the darkness with an ad ahead of the festival’s return, in a nod to the metal genre’s dark aesthetic and passionate fans.

In the spot, directed by Toke Blicher Møller, Tuborg’s giant bottle sculpture, which is located in Denmark’s capital, serves as the chosen ritual site for a coven of witches preparing for the festival. Cauldrons bubble and black goo drips before the Tuborg bottle explodes with fire, heralding in the festival to the delight of the watchers below.

‘Cheers to hell’ reads the strapline, as the Tuborg cap lands in the festival’s grounds, welcoming in the new era of the brand’s partnership and the return of live music following the pandemic.

Tuborg: advert-body-1

By Tuborg

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