Carlsberg launched a new global positioning and strapline ‘That Calls for a Carlsberg’ at the beginning of this year to promote itself as a beer that stands for tradition, quality, great taste and making the right choices.
Brussels-based ad agency Duval Guillaume Modem was roped to came up with an ad to reinforce the new strapline ‘That Calls For A Carlsberg.’ The agency more than delivered when it came up with a prank on unsuspecting movie going couples in Belgian cinemas. The creative directors of the ad were Geoffrey Hantson and Katrien Bottez. The creatives included Koenraad Lefever and Dries De Wilde. It was directed by Cecilia Verheyden.
They filled the cinema with not-so-friendly bikers, leaving only two seats in the middle empty.
Innocent couples were confronted with a cinema packed with the bikers. Their seats were directly in the middle of the crowded venue, with their reactions captured on camera.
While many couples walked out of the cinema, those who braved their way through the scary looking crowd to their seats were treated to a spotlight beam, huge cheers from the hairy bikers and a bottle of Carlsberg as the message, “That calls for a Carlsberg” came up on the cinema screen.
The stunt has already attracted more than 6 million views on YouTube.
Oh yeah, that calls for a Carlsberg!