72andSunny scores an early Euro winner for Carlsberg

We mentioned long-running campaigns when lauding the One Show’s new Penta Pencil for campaigns of five years or more.

Carlsberg’s ‘Probably the best’ campaign has been running for, oh, 30 years? Although it’s morphed from lager to beer. Invented by KMP in the UK I think.

It’s had its ups and down in the intervening decades. Now 72andSunny Amsterdam is in the director’s chair. This new incarnation is a global campaign for Euro 2016 and features former French footballer Marcel Desailly as a rather worryingly realistic French Revolution leader.

All the national stereotypes are out with a vengeance for the Euros. Mars and AMV BBDO recently offered the English invading France – again.

That was good but this is a cut above (if that’s not a tad tasteless in this context). Jam-packed with gags. Love the bit where the Carlsberg bottles are guillotined. But will the French see the joke?

MAA creative scale: 9.

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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.

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