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What If Carlsberg Did Supermarkets? It'd Probably Be as Awesome as This

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72andSunny Amsterdam refreshes 'If Carlsberg did' campaign after four years

What If Carlsberg Did Supermarkets? It'd Probably Be as Awesome as This

Carlsberg, the internationally renowned Danish brewing company, is launching a new campaign, created by 72andSunny Amsterdam, to put a modern twist on probably the most iconic beer advertising campaign of all time – ‘If Carlsberg did...’.

Bigger and fresher than ever, the famous advertising platform will take centre stage in a new global campaign for Carlsberg, designed by 72andSunny Amsterdam, which aims to revitalise the clever sense of humour that the beer brand is famous for across the world. 

Showcasing Carlsberg’s commitment to delivering the finest quality in everything it does, the new advertisement visualises the dreamy scenario of a Carlsberg supermarket – “Probably the best supermarket in the world”. Abolishing the previously idolised image of the alpha male, the film offers an amusing and deliciously refreshing take on the fantasy of an everyday beer drinker. The central 40 second film, which will also run in 30, 60 and 80 second versions, will launch in the UK, both on TV and across online channels, as well as running in Ireland, Sweden, Denmark and a range of more markets around the world.

This campaign closely follows the recent launch of a series of online films that captured the distinctly superior taste of Carlsberg. The films, which were rolled out globally, reinvigorated the ‘If Carlsberg did...’ meme by injecting a number of scenarios with the fun and sophisticated humour the brand is so well known for.

Mikkel Pilemand, VP Carlsberg brand says: “It is great to be back on air with ”If Carlsberg did…”. It is a very strong campaign that has global appeal. 72andSunny has based this first new execution around strong consumer insights that resonate very well with today’s beer drinkers.” 

Nic Owen, Managing Director, 72andSunny Amsterdam says: “'If Carlsberg did... was a meme before meme's existed and has remained as key internet parlance. We're super excited about making the most of it in a day and age it's perfectly suited for.”

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Audio Post Production: Wave Studios Amsterdam

Producer: Ben Tomlin and Mirjam Gevers

Sound Design: Alex Nicholls-­Lee


Edit Assistant: Gary Bowyer

Edit Company: Whitehouse Post London

Editor: Russell Icke

Executive Producer: Bebe Kiffin

Producer: Antonia Porter

Post Production / VFX

Colourist: Richard Fearon

Nuke: Tom van Dop

Post Production Company: MPC Amsterdam

Producer: Gwenn Hardouin

VFX Supervisor: Franck Lambertz

Production Company

Director: Martin Kalina

DOP: Julian Hohndorf

Executive Producer: James Sorton

Producer: Neil Andrews

Production Company: Pulse Films

Creative Agency

Art Director: (Pulse) Marketa Korinkova

Business Affairs: (Sr) Barrie Williams, (Sr) Nora Adams

Creative Agency: 72andSunny Amsterdam

Designer: Renee Lam

Executive Creative Director: Carlo Cavallone

Head of TV / Production: Stephanie Oakley

Managing Director: Nic Owen

Producer: Eline Bakker

Strategist: (Comm) Simon Summerscales, Daniel Asplund, Danny Feeney

Strategy Director: Stephanie Newman

Genres: Comedy

Categories: Beers, Alcoholic Beverages

72andSunny Amsterdam, Tue, 17 Feb 2015 12:39:17 GMT