Carlsberg "Carlsberg 0.0" by Grey Europe

Brand ambassador Mads Mikkelsen has gone straight edge in Carlsberg's first ad promoting its alcohol-free beer.

The ad shows Mikkelsen as he cycles through the streets of Copenhagen.

The Casino Royale actor goes on to list the things that are better with alcohol-free beer, including a "clean, one-handed backhand" to finish a game of tennis, parking an aircraft in space, "balancing stuff" and even (in a meta twist) skipping his own ad in favour of the footy. 

It ends as Mikkelsen declares that "the best alcohol-free beer makes good things better… probably".

The ad launched today (6 January) in Ireland and Denmark, and will be rolled out across other markets later in the year. It was created by Javier Campopiano, Emiliano Gonzalez De Pietri and Andreas Hoff, and directed by Miguel Campaná through MyGosh and Canada. 

This marks Grey Europe’s first work for the brand since winning a creative pitch to work on Carlsberg’s next global brand campaign in October. 


Global brand director
Senior global brand manager
Head of marketing & sponsorship, Denmark
Global brand PR manager
Creative agency
Chief creative officer Grey Europe
Global ECD, Carlsberg
Chief strategy officer
Account manager
Executive producer
Production company
Production company executive producers: Natali Sussman + Marta Argullós
Canada MD