The hidden-camera prank shows a group of men, based in a Chinese poker den, having to phone their best friends claiming they are in “deep trouble” and need to borrow over €300 (£256) to save them.
It then follows the friends as they navigate their way through a series of dangerous looking scenarios on their way to the poker room. For those friends that went all they way, a curtain opened up to reveal a crowd of people cheering “true mate” in front of a banner reading ‘Standing up for a friend…that calls for a Carlsberg’.
The campaign also includes a Facebook app so fans can find out how many of their friends would help them out in the middle of the night.
In 2011, the Danish brewer ran a similar stunt, which looked at how many couples went to take the seat in a cinema auditorium filled with around 150 bikers.