By Rebecca Stewart

At first glance, you would be forgiven for mistaking Carlsberg‘s glossy new £15m campaign for a whisky ad. Sleek production, check. Sophisticated worldly gentleman, check. Emphasis on provenance, check.

Focused on the brand’s Danish heritage, the spot is a departure from the beer giant’s former, more irreverent spots, and stars homegrown talent Mads Mikkelsen.

The Casino Royale actor is shown taking viewers on a journey through some of Cophenhagen’s most iconic landmarks like Amalienborg Palace and the Kastrup Sea Baths before ending on the brand’s trademark tagline: ‘Probably the best lager in the world.’

For the beer giant’s marketing controller, Lynsey Read full story ›

Source: The Drum