Can Mads Mikkelsen float Carlsberg’s mea culpa?

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.

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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.