DAVID reviews

21 April 2017

Carlsberg: Definitely Maybe

by Syd Briscoe


Carlsberg: “The Danish Way” - 60s

Danish dynamite Mads Mikkelsen ruminates on why his compatriots are the happiest people on Earth in this amusing ad for Carlsberg. The actor keeps an admirably straight face throughout his whimsical bike ride, as he waxes lyrical about the Danish commitment to appreciating nature, maintaining a work-life balance, and - of couse - beer.

The surreal elements here - such as Mikkelsen riding through a wardrobe to access a boozy version of Narnia - are handled with an assured playfulness by director Martin Krejci. The film's tongue-in-cheek tone is enhanced by Mikkelsen's determined attempts to play things straight - and an inability to fully obscure the twinkle in his eye.

An intriguing continuation of Carlsberg's 'Probably' campaign, this film suggests the lager brand is classing up its image and taking a more mature tone with its ads. A step in the right direction? Certainly.


Creative Agency: Fold7 Ⓦ
CCO: Ryan Newey
ECD: Simon Learman
Creative: Lucy Aston
Group Acc Director: Lara Woods
Account Manager: Jamie Herman
TV Producer: Imogen Bell / Felicity Cruickshank
Film Production: Stink
Director: Martin Krejci
Producer: Charlotte Woodhead
Editor: Tim Thornton-Allan @ Marshall Street Editors Ⓦ
Post Production: MPC
VFX: MPC
Colourist: Jean-Clément Soret
Sound Design: Anthony Moore @ Factory
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