When rebrands go wrong

(And how to avoid the pitfalls)

Carlsberg puts friendship to the test in new TV ad

Carlsberg is putting friendship to the test in its latest global TV advert by setting-up unsuspecting people to believe their best friends are in trouble to see how they would respond.

The hidden-camera prank shows a group of men, based in a Chinese poker den, having to phone their best friends claiming they are in “deep trouble” and need to borrow over €300 (£256) to save them.

It then follows the friends as they navigate their way through a series of dangerous looking scenarios on their way to the poker room. For those friends that went all they way, a curtain opened up to reveal a crowd of people cheering “true mate” in front of a banner reading ‘Standing up for a friend…that calls for a Carlsberg’.

The campaign also includes a Facebook app so fans can find out how many of their friends would help them out in the middle of the night.

In 2011, the Danish brewer ran a similar stunt, which looked at how many couples went to take the seat in a cinema auditorium filled with around 150 bikers.

Readers' comments (3)

  • In recent years Carlsberg have had some great advertising campaigns for TV. They really know who they are targeting and i think these adverts will be effective.

    However for me their off-screen marketing still needs some work, social media included. Lets see what they can do this time!!

    Unsuitable or offensive? Report this comment

  • Wow - that Carlsberg ad was a bit scary - and I knew the friends were safe. Really enjoyed it - and my feeling was that all those guys and gals were truly ready for that beer at the end of the ordeal. /carlsberg for that 'phew' moment?

    Unsuitable or offensive? Report this comment

  • Sorry didn't know how to put my idea for a advert too u so here goes Ricky lambert has his baby gets his call for England then finishes with that great header sounds like ur adverts to me but real life. Be great if u could use this

    Unsuitable or offensive? Report this comment

Have your say


Job of the Week

Top Jobs


+media Facebook Twitter LinkedIn