Carlsberg: Putting friendships to the test



A phone call in the middle of the night: your best friend is in trouble. Would you go out and help him? Carlsberg tests some friendships.

Carlsberg hired super creative Duval Guillaume Modem — the Belgian agency famed for TNT’s “Push to Add Drama” ad — to create this new ad, which puts a group of best friends to the test when one of them calls late at night begging for money.The premise is simple. Your phone goes off between 1 a.m. and 3 a.m., and your buddy tells you that he’s has just lost 300 euros in a card game, and won’t be allowed out of the poker den unless you can come up with the money immediately.

According to the agency, the unlucky friend does not know they’re being filmed and arrives in the dodgiest neighbourhood in town, navigating a bare-knuckle boxing contest, a cock fight, and a several bouncers before being admitted to a back-room filled with scary characters holding the buddy hostage.

Only when the money is placed on the table does a curtain fall — revealing that it’s a giant beer promotion.

Clever campaign ad!




What would your friends do? Are they true mates? Do the test here:!


Love Niamh x

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