Carlsberg Beer set up an elaborate stunt in a cinema in Belgium, packing a movie theater with menacing looking bikers, and filming the reactions of innocent couples as they try to find seats. We see a few couples walk into the theater, react to the scene, and leave. Finally, a handful decide to take a seat—we then see a spotlight shining down on them as the bikers break into cheers and applause, handing the couples a Carlsberg. The brand’s new tagline: “That calls for a Carlsberg” appears on the screen.
The Brussels-based ad agency Duval Guillaume Modem engineered the stunt--the creative directors on the ad were Geoffrey Hantson and Katrien Bottez. The creatives include Koenraad Lefever and Dries De Wilde, and director Cecilia Verheyden. The spot, which was filmed last week, has racked up tremendous views on YouTube, with over 1.5 million hits so far. Watch the full video by clicking on the image above.