In April this year in the UK, Carlsberg found out that it is probably not the best beer in the world from the people in the world best equipped to know – its drinkers. The brand began a mea culpa campaign with agency, Fold 7, and promised to fix its beer.

Now Carlsberg and Fold 7 have brought in brand ambassador, Mads Mikkelsen, to complete the repair process. The 50-second commercial would be a simple explanation of fact – the beer brand went wrong because it had been concentrating on being the biggest, not the best, beer in the world and it has been re-brewed – except for the black humour that sneaks in at the end and makes the ad noteworthy. No spoiler – watch:

https://youtu.be/B2ql8ZlQiAE

Fold7’s commercial is running in the UK throughout the northern hemisphere summer.

Credits
Agency: Fold7
Chief Creative Officer: Ryan Newey
Creative Directors: Adrian Lim & Rupert Jordan
Producer: Michelle Hickey
Account Management: James Joice, Chloe Cooper & Kathryn Mason

Production Company: MJZ
Director: Nicolai Fuglsig
Producer: Tim Wild
Director of Photography: Rasmus Videbaek

Editing: Bill Smedley & Charlie Moreton @ Work
Post Production: Greg Spencer @ The Mill
Grade: James Bamford
Audio Post Production: Sam Robson @ 750mph
Music: Major Tom

Here’s where it all began:

Fold 7: Carlsberg realises it’s probably not the best beer in the world