Mads Mikkelsen Explains Why Carslberg 0.0 Is Probably Better

Carlsberg is “probably the best beer in the world” but actor Mads Mikkelsen believes Carlsberg 0.0 is “probably better.”

It’s January, which means it is the best time of the year to advertise alcohol-free beer.

If you feel like you went a little too far over the holidays, and are among those who have pledged to cut back for the New Year, or at least January, then you are probably the right audience for Carlsberg’s latest creative campaign.

Together with Danish actor Mads Mikkelsen, Carlsberg is celebrating Carlsberg 0.0 – its alcohol-free beer – by simply demonstrating that you can probably do most things better, when sober.

The campaign, created by Grey Europe, shows how many of the things we do or could do, can be done better when drinking alcohol-free beer. Whether it be playing tennis, balancing, parking in space, appreciating modern art, and even skipping your own ad on YouTube, everything feels better when sober.

The new Carlsberg ad will initially launch in Ireland and Denmark before running in global markets later in 2021.

“At Carlsberg we believe that there is more to beer than its alcohol content and that great moments can be made better with beer,” said Julian Marsili, global brand director for Carlsberg. “That’s why we created a great tasting alcohol-free beer to make more moments even better. That’s what we wanted to celebrate in the ad.”

Zero-alcohol beer brands have seen significant growth in recent years, with the launch of offerings from major brands and craft players. Carlsberg Group’s alcohol-free brews portfolio grew 29% between July and September of 2020, the company said.

The ad launched in Ireland and Denmark and will be rolled out across other markets later in the year. It was created by Javier Campopiano, Emiliano Gonzalez De Pietri, and Andreas Hoff, and directed by Miguel Campaná through MyGosh and Canada.

CREDITS:
Client: Carlsberg
Global Brand Director: Julian Marsili
Senior Global Brand Manager: Eric Yves Schmidgall
Head of Marketing & Sponsorship, Denmark: Christopher Bak Billing
Global Brand PR Manager: Sam Wainwright
Creative Agency: Grey Europe
Chief Creative Officer Grey Europe: Javier Campopiano
Global ECD, Carlsberg: Emiliano Gonzalez De Pietri
Chief Strategy Officer: Lars Samuelsen
Creatives: Andreas Hoff, Sam Haynes, John Gibson
Account Directors: Jeremy Pyne, Charlotte Porsager
Account Manager: Christoffer Jensen
Executive Producer: Casper C. Rasmussen
Production Company: Canada
Production Company Producer: Marta Argullós
Production Company Executive Producer: Natali Sussman
Director: Miguel Campaná
Composer: Alexis Estiz
Band/artist: Alexis Estiz
Studio: Pickle Music