It’s quite brave of Carlsberg to tell us that the beer it’s been flogging in the UK all these years – probably the best beer in the world, ho ho – is crap but they are. Now they’ve been doing a bit of work and it’s OK, or so Mads Mikkelsen and agency Fold7 would have us believe.
Mikkelsen, like Carlsberg, is something of an acquired taste but this is a deft effort.
MAA creative scale: 8.
