MARKETING FORUM: Saatchi & Saatchi to launch new TV spot for Carlsberg Export

Saatchi & Saatchi is set to launch a new ad for Carlsberg Export, continuing the theme that the Danes hate their beer being exported.

Saatchi & Saatchi is set to launch a new ad for Carlsberg Export,

continuing the theme that the Danes hate their beer being exported.



The spot features a shifty-looking Danish president facing a grilling

from the press. He is asked provocative questions which prompt

flashbacks in his mind. When questioned about hospital funds, he is

pictured sitting behind a desk gleefully throwing wads of cash into the

air.



And when asked about Pedro, he is seen dancing at a disco with a

donkey.



The journalists are unperturbed by the revelations until one reveals

that the president once had a summer job - exporting Carlsberg Export.

He has a flashback and is seen driving a lorry as a student. Gasps

around the audience are followed by the president feigning a heart

attack to avoid the issue.



The spot ends with the line: ’Carlsberg, probably the best export in the

world.’



Ed Robinson, the copywriter on the ad, said: ’The work continues the

theme that, in Denmark, you can get away with anything as long as you

don’t export Carlsberg.’



The work was art directed by David Hillyard and directed by David

Kellogg at Academy Films. Media is through Zenith.



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