Mads Mikkelsen hints at murderous retribution in Carlsberg spot

Actor has featured in beer brand's ads since 2017.

Carlsberg is continuing its campaign to showcase the relaunched Danish Pilsner in a TV spot starring Mads Mikkelsen. 

In "The lake", Mikkelsen confesses: "In the UK, Carlsberg pursued being the biggest, not the best, and the beer suffered." After enjoying a pint of the new brew, he hints at what happened to the person responsible for the old beer in the UK.

The UK ad, created by Fold7, will run throughout the summer and aims to deliver the same honesty and humour as the out-of-home, social and digital executions released in April. 

It was created by Adrian Lim and Rupert Jordan, and directed by Nicolai Fuglsig through MJZ. The media agency is Initiative.

Ryan Newey, chief creative officer at Fold7 said: "The new spot continues to build on the campaign launched on social media a few weeks ago. Carlsberg confronts the issues it may have had with the old brew and concludes that the issue has now been firmly dealt with – in a way only Carlsberg could."

The 30-second spot debuts on Thursday (23 May) during Hatton Garden on ITV and will also run on digital channels. A 50-second edit will premiere during Gogglebox on Channel 4 on Friday.

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