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!!

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  • 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?

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  • 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

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