Carlsberg enlists Belgian bikers in great beer battle

Beer accounts have always been the most sought-after creative brief (you can indulge your laddish tendencies with the client’s wholehearted approval) but there some especially good examples around at the moment, like Wieden+Kennedy Amsterdam for Heineken and VCCP for Molson Coors.

And then there’s the celebrated Andes ads from Argentina’s Del Campo Nazca Saatchi & Saatchi.

Now Antwerp agency Duval Guillaume Modem is packing them in on YouTube (over four million views) with 148 Belgian bikers in a cinema for Carlsberg.

Its new line, ‘That calls for a Carlsberg,’ could even last as long as ‘Probably the best lager in the world,’ minted in the UK in 1973. Wikipedia says it was dreamed up by Saatchi & Saatchi but I think it was actually an agency called KMP which was subsequently bought by Saatchi.

The original ads were voiced by the great Orson Welles.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.