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8 May 2019

Constructive Criticism

by Syd Briscoe


Carlsberg: “Mean Tweets” - 1 min 40s

Riffing on Jimmy Kimmel's popular 'Celebrities Read Mean Tweets' segment, Carlsberg have decided to take social media criticism to heart in their latest campaign. This compilation film sees staff react to various messages aimed at the beer brand, from deriding its taste as "naan bread-like" to numerous comments concerning urine of various origins.

What makes the campaign effective is not only the amusingly genteel reactions of employees who hesitate to so much as utter the word p*ss on camera, but the fact Carlsberg have changed their recipe in response to the naysayers. It remains to be seen whether this brew will be any more of a hit with beer drinkers, but it's certainly a bold way to announce its arrival.


Creative Agency: Fold7 Ⓟ Ⓦ
Creative Director: Adrian Lim
Managing Partner: James Joice
Business Team: Chloe Cooper
Agency Producer: Max Di Nunno
Film Production: Dirty Films Ⓟ Ⓦ
Director: Richard Pengelley
Producer: Mike Carr
Production Ass'nt: Elvis Scanlon
1st AD: Jonathan Sidwell
Executive Producer: Alex Bedford / Ben Parkin
Editor: Jamie Mac
Sound Designer: Andy Humphreys @ Bark Soho Ⓟ Ⓦ

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