Carlsberg puts friendship to the test, in a new campaign

Ads, Creativity

Carlsberg, one of the world’s leading beer brands, has released its new online campaign, signed by Duval Guillaume. The new online film has a twist to the tag line “That calls for a Carlsberg” through a real life, high drama set-up caught on hidden cameras.

Carlsberg puts friendship to the test by placing volunteers’ unsuspecting friends in the ultimate, dramatic and nerve-wracking situation. Receiving a call in the middle of the night by their best friend who finds himself in a sticky situation during a game of poker, they’re asked, “How far would they go for a friend?”

The chosen “victims”  must hand over €300 to save their friend from a dangerous poker game but a series of challenges unfold, calling on them to muster all their courage to see just how far they will go to stand up for their friend.

In true Carlsberg style, reward comes to those who persevere and the video ends with the challenge being revealed for what it is – an elaborate test of true friendship.

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the eight biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 115 million hectolitres of beer, which is about 34 billion bottles of beer.