Carlsberg has released an unfiltered beer and London creative agency, Fold7, is making it the beer for unwinding – the beer “with the top button undone”.
The agency has also brought back its 2017 star, Mads Mikkelson, with all the trappings of his Danish heritage (woods, squirrels, the natural life…sex appeal), to embed them into the new brand’s assets in print and video. The ad is fun. Mikkelson becomes increasingly more casual as he talks about the virtues of letting your hair down – a challenge, no doubt, for director, Martin Krejci, and his crew as the undoing appears as if by magic in the film and was achieved off-screen with as little CGI as possible.
Last year, Fold7, made Carlsberg a quintessentially Danish brand using Mikkelson in its campaign, The Danish Way, to differentiate it from the mainstream beers in which the public was losing interest and promote it as a quality beer. Both campaigns are part of Carlsberg’s “back to basics” stance, highlighting the virtues of a simpler life – which the world associates with Denmark.
And then it took this step outside the box: