Carlsberg 0.0 – Probably the best beer in the world

TV Commercial Review

Heart or Humor


The new ad sees Mads Mikkelsen’s cycling philosopher character peddle through Copenhagen in traditional style, celebrating the great taste and versatility of Carlsberg’s alcohol-free beer.

Demonstrating how good moments can be made even better with alcohol-free beer, he enjoys a Carlsberg 0.0 in different situations, including finishing a game of tennis with a clean one-handed backhand, perplexingly observing a modern art display, and even skipping his own ad.

This is the first time that Carlsberg has produced a global ad for its alcohol-free variant.

Julian Marsili, Global Brand Director for Carlsberg, said: “At Carlsberg we believe that there is more to beer than its alcohol content and that great moments can be made better with beer. That’s why we created a great tasting alcohol-free beer to make more moments even better. That’s what we wanted to celebrate in the ad.”

Mads Mikkelsen, famous for lead roles in films including Casino Royale and NBC series Hannibal among many more, recently won Best Actor at the European Film Awards.

The new Carlsberg ad will initially launch in Ireland and Denmark – with other markets set to follow later in 2021. The ad was created and produced by Grey Europe.

Advertising Agency: Grey Europe
Chief Creative Officer Grey Europe: Javier Campopiano
Global ECD, Carlsberg: Emiliano Gonzalez De Pietri
Chief Strategy Officer: Lars Samuelsen
Creatives: Andreas Hoff, Sam Haynes, John Gibson
Account Directors: Jeremy Pyne, Charlotte Porsager
Account Manager: Christoffer Jensen
Executive Producer: Casper C. Rasmussen
Production Company: Canada
Production Company Producer: Marta Argullós
Production Company Executive Producer: Natali Sussman
Director: Miguel Campaná
Composer: Alexis Estiz
Band/artist: Alexis Estiz
Studio: Pickle Music



I like the part when he skipping his own ad.

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