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