What is it with Mads Mikkelsen?
In the last year he has been sexy for a furniture brand:
Dangerous for a car brand:
And financially savvy for an investment management brand:
Now he’s Danish and happy, for Carlsberg.
And Carlsberg has given up being witty and flippant. Now it’s philosophical – with a touch of surreal.
In Carlsberg’s new £15 million campaign, Danish Way, Mikkelson is a Danish bike rider (but wait until you see what he rides into and out of).
And he is establishing Carlsberg and Carlsberg Export brands in the UK as inexorably Danish…perhaps even one of the keys to the Danes’ being the happiest nation on earth?
The ad is full of things that are essentially Danish and possible contributors to the Danes’ irrepressible happiness. One of these, of course, is Carlsberg.
Liam Newton, vice president of marketing, Carlsberg UK, commented, “Denmark is known as being one of the happiest nations in the world, and their philosophy on life forms the centrepiece of our campaign. Consumers will see Carlsberg sharing the Danes’ rituals and philosophies throughout the year, helping them to live life the Danish way.
“Some consumers see mainstream lagers as interchangeable, and we know from extensive research that it’s incredibly important for them to be aware of the heritage of the individual brands they consume. We want our campaign to celebrate our Danish origins and bring new meaning to the iconic Probably line.”
The campaign by Fold7 is running on TV, cinema, out of home and digital channels in 30 and 60- second versions. It aims to tackle the long-term decline in beer by making drinkers see Carlsberg in a new light – part of Danish culture.
And it is supported by new Danish-themed packaging for both the Carlsberg and Carlsberg Export brands launched in February plus out-of-home, experiential, digital and social activity that will occur throughout the year.
In a partnership with Shazam, users are also invited to photo-scan Shazamable Carlsberg Export branding to reach a digital Carlsberg platform where they can discover content and win Danish-inspired luxury prizes, including hygge (life-enhancing) home kits, wireless headphones and a trip for two to Copenhagen.
Ryan Newey, founder and chief creative officer, Fold7, commented, “The new campaign marks the biggest shift the brand has ever made. We’ve gone back to what makes Carlsberg so iconic: the magic of its Danish roots. The Danes’ perspective on life is unique and it’s no wonder such a happy culture makes the best beer in the world.
“We wanted to cast a modern-day Danish philosopher with enough life experience and wisdom to be seen credibly by UK audience, and Mads was a perfect fit. Consumers will see Mads continue to share his observations and knowledge throughout the year as the campaign rolls out.”
Creative agency: Fold7
Creatives: Lucy Aston and Ben Ducker
Chief creative officer: Ryan Newey
Executive creative director: Simon Learman
Producers: Imogen Bell & Felicity Cruickshank
Group account director: Lara Woods
Account management: Jamie Herman
Production company: Stink Productions
Producer: Charlotte Woodhead
Director: Martin Krejci
Post production: MPC
Editor: Tim Allen
Grade: Jean-Clément Soret
Audio post production: Factory
Media agency: OMD