By Amy Houston, Senior Reporter

April 3, 2024 | 3 min read

The beer brand has launched a brand new global campaign that will run in all 120 markets.

Carlsberg is putting curiosity at the heart of its latest brand campaign, which takes viewers on a fun-filled trip through the ages to see the origins of music.

Beginning in the modern day, the engaging ad features clubbers, jazz-era swingers, dancing Roman Legionnaires, flautist shepherds and even whistling cave people. Every segment of the ad features beautifully-made costumes, which creates an extravagant mini-blockbuster feel.

There’s a sense of anticipation too. Throughout the brief 40 seconds, viewers excitedly wait to see which period will be revealed next, yet the ad doesn’t linger on any one era for too long, each scene flowing seamlessly together.

The constant throughout is the easily identifiable hop leaf from the Carlsberg logo, which puts the brand quite literally at the center of the campaign. Packed with brand-related Easter eggs, the spot captivates viewers and keeps them thoroughly engaged right until the end – which, in the age of skippable ads and short-form content, is a huge win.

Familiarity also plays a hugely important role here and Carlsberg has nailed it. Although this is a new brand platform for the beer maker, it hasn’t strayed too far from the advertising that its consumers are used to. Use of the word ‘Probably’ in the revamped copy harks back to the iconic “Probably the best beer in the world” tagline that’s been in use since 1973.

Late-80s breakbeat track The 900 Number by The 45 King is reworked in each scene to depict authentic instruments from different periods, while the use of Carlsberg bottles at the end leaves the film on a humorous note.


Creative agency: Fold7

Founder: Ryan Newey

Managing director: James Joice

Executive creative director: Dave Billing 

Creative director: Rob Griffiths

Creative director: James Hudson

Senior social creative: Sam Carrick

Strategy partner: Yelena Gaufman

Digital strategy director: Chhaya Kapila

Head of production: Michelle Hickey

Senior producer: Sian Parker

Head of creative services: Maggie Roberts

Senior integrated producer: Emily Henderson

Senior designer: Ben Gibbons

Creative artworker: Shnar Songprasert

Business director: Jamie Herman

Account director: Charlotte Fitzpatrick

Account manager: Elly Batty

Pr agency: Hope&Glory PR

Shopper agency: VMLY&R

Creative Creative Works Carlsberg

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