Carlsberg unveils new spots for Export brand

Saatchi & Saatchi has created a new TV campaign for the premium lager brand Carlsberg Export, which develops its "So good, the Danes hate to see it leave" strapline.

The first of two 40-second TV ads, "free toy", breaks on 6 April in the Champions League ad break. It will air nationally across terrestrial and satellite channels, followed by a further execution, "lighthouse", later in the month.

Aimed at 18- to 34-year-old male lager drinkers, the campaign aims to differentiate the brand from other premium lagers including Stella Artois and Heineken.

Both executions hinge around humorous schemes to hijack the beer on its way from Denmark to the UK.

In "free toy", petrol-pump attendants and customs officials conspire to plant contraband on Carlsberg truck drivers in an attempt to halt their journey. In "lighthouse", the lighthouse keepers manage to ground an Export container ship. They are shown next day hauling crates of lager out of the sea and waving to the stranded sailors.

The strapline "So good, the Danes hate to see it leave", appears at the end of both ads.

Tony Granger, the executive creative director at Saatchis, said: "The new ads really take the campaign on, exploring the breadth of what this idea can offer. They are quite unlike the usual beer ads, which are normally centred around a gag."

The new ads follow the theme of "breakdown", which has aired since 2002.

"Free toy" was written by Kevin Jones and art directed by Dave Askwith.

"Lighthouse" was written by Richard Baynham and art directed by Ian Gabaldoni.

Media buying is through ZenithOptimedia. The ads were directed by Jeff Stark through Large Corp.

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