At the beginning of this year, Carlsberg launched a new global positioning and strapline ‘That Calls for a Carlsberg’. With this global positioning Carlsberg aims to add essence to the brand and tell the Carlsberg story, so every market understands that Carlsberg beer stands for tradition, quality, great taste and making the right choices.
To reinforce the new baseline ‘That Calls for a Carlsberg’ Brussels-based ad agency Duval Guillaume Modem came up with a prank on unsuspecting movie going couples in Belgian cinemas. The creative directors of the ad were Geoffrey Hantson and Katrien Bottez. The creatives included Koenraad Lefever and Dries De Wilde. It was directed by Cecilia Verheyden. They filled the cinema with not-so-friendly bikers, leaving only two seats in the middle empty.
Innocent couples were confronted with a cinema packed with the heavily-tattooed bikers. Their seats were directly in the middle of the crowded venue, with their reactions captured on camera.
If you and your spouse have been caught in this situation, how would you react?
While many couples walked out of the cinema, those who braved their way through the scary looking crowd to their seats were treated to a spotlight beam, huge cheers from the hairy bikers and a bottle of Carlsberg as the message, “That calls for a Carlsberg” came up on the cinema screen.
The stunt has already attracted more than 6 million views on YouTube. Watch the video:
Wow! That calls for a Carlsberg!