The ‘Great Escape’ inspired TV spot follows the exploits of several men at a remote spa with their partners as they try to smuggle in a crate of Carlsberg. It apes several scenes from the famous Second World War movie including one with the men using an exercise machine to power a tunnelling operation and another showing them hiding dirt in a woman’s mud bath.
David Scott, director of marketing at Carlsberg UK, says: “Carlsberg has a reputation for producing memorable, humorous ads and this certainly follows that great tradition.”
The Fold7 created advertising push will be extended to Carlsberg’s other key global markets throughout the year as the brewer looks to capitalise on strong momentum in Asia
It marks the first national TV campaign from the brewer’s flagship brand since the activity for last year’s European Championship.
Carlsberg Group will be hoping the activity helps boost its share of the UK market, which rose 15.3 per cent in 2012 because of a “particularly good performance” in pubs, bars and restaurants. The growth came despite a value sales drop of 3 per cent in line with the UK beer industry.