Carlsberg reveals the secret of the Danes’ happiness in its newest ad campaign launched in the UK and called “The Danish Way”, starring Mads Mikkelsen.
The 60-second spot features the Danish actor (known for his role in the TV series Hannibal) cycling around Copenhagen and pondering over the secret of what makes the people of Denmark the happiest in the world. “So what’s our secret? Could it be that we find joy in nature? Is it that we keep work and life in perfect balance?”, asks Mikkelsen, adding to his list the fact that maybe it’s because people spend time together feeling hygge, create beautiful things, or choose simple styles.
As the ad comes to its end, the actor arrives at the Carlsberg Brewery, where he raises a last question related to the secret of the Danes’ happiness, that could probably be what they believe “is the best beer in the world”, and enjoys a Carlsberg Export from the brand’s new “København” glassware featuring “Dansk” font.
More than 200,000 Carlsberg Export “København” glasses will be offered as a gift during this £15 million integrated marketing campaign, aiming to reposition the brand in the UK at a more premium level.
The TV campaign will run until 15 May, and will also appear in cinemas across the country for an extended period.