'If Carlsberg did haircuts' TV spot continues beer brand's fantasy meme

After years of coming up with ideas for running the perfect supermarket, choosing flatmates and even finding the ideal girlfriend, Carlsberg are at it again, with haircuts as the focus of their new TV spot.

The Danish beer brand will launch the next instalment of its ongoing 'If Carlsberg Did' series tonight in the UK and Sweden, with 30- and 40-second spots cut from a 72-second master version.

The 'If Carlsberg Did' campaign was brought back in February after a four-year hiatus. 72andSunnyAmsterdam created the "If Carlsberg did… supermarkets" TV ad and have created the new "If Carlsberg did haircuts" film.

The new ad sees the brand try to reinvigorate the haircut experience, often characterised by long queues and hollow small talk, by creating a fantasy in which mirrors are replaced by Scandinavian fjords and singing barbershop quartets.

Mikkel Pileman, the vice-president of the Carlsberg brand at Carlsberg Group, said: "Personally I’ve always dreamed of getting my hair cut with a freshly served Carlsberg beer instead of a lukewarm coffee.

"Men around the world want a better haircut experience, whether that’s a stylist in Stockholm or a barber in Bangkok."

The ad, which will also be promoted as 10-second versions online, was directed by Francois Rousselet through Division Paris and art directed by Roger Belles.

72andSunnyAmsterdam employed Matt Heck as the creative director on the ad. The writers were Jorge Brandao and Carlos Font.

Nic Owen, the managing director of 72andSunny Amsterdam, said: "Sharply styled dogs, hair reviving clippers, a pumped up barbershop quartet and a refreshing pint with your short back and sides. If only Carlsberg did do haircuts."

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