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Carlsberg fans unite for ‘The Crate Escape’

23 July 2012

9th July, 2012 – A group of Carlsberg fans unite and step up to overcome the oppressive regime of a female-centric spa in the latest global ad to support the brand’s ‘That calls for a Carlsberg’ strategy.

‘The Crate Escape’, created by agency Fold7, is a humorous interpretation of the film ‘The Great Escape’ that plays out in a remote health spa where the men are unwilling participants in their partners’ luxury spa break. Brutalised by the all-female staff at the spa, the men join forces to make their weekend more enjoyable – by breaking out of the spa in order to smuggle a crate of Carlsberg back in.

The central theme – that a beer tastes better when you’ve earned it, particularly as a joint effort with mates – runs through the ad’s comedic scenes. We see the band of new-found friends appropriate an exercise machine to power a tunneling operation, before hiding the dirt in a woman’s mud bath and shaking it out of a trouser leg during outdoor Tai Chi practice. Music from the Elmer Bernstein score for ‘The Great Escape’ acts as a backdrop to the ad.

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‘The Crate Escape’ ends with the main male character telling a bemused spa receptionist that the couple’s stay was “most refreshing” – underlining the brand’s positioning as a reward for achievement.

Sven Langeneckert, Vice President, Carlsberg Brand said: “With ‘The Crate Escape’ we demonstrate our continuing commitment to the line ‘That calls for a Carlsberg’ and positioning of the brand as a reward. We look forward to rolling ‘The Crate Escape’ out across our global markets.”

Ryan Newey, Founding Partner, Fold7 said: “For a global ad, you need an internationally recognised scenario that translates across all markets. The difference between the way guys and their girlfriends like to spend their time is universal. It plays perfectly to Carlsberg’s characteristic humour and the proposition of the beer as a reward for achievement and stepping up and doing something when it needs to be done.”

Created as a 90, 60 and 30 second ad, ‘The Crate Escape’ breaks in Ireland, Sweden and Belgium from July 8, and Denmark and other regions in August. The ad will subsequently roll out to other global markets.

Brief: Create a global campaign to support the brand’s “That calls for a Carlsberg” strategy, further demonstrating the positioning of the brand as a reward for achievement. Create an internationally recognisable theme, with Carlsberg’s characteristic humour at its heart, that translates across all markets”.
Client: Sven Langeneckert, Carlsberg’s Vice President, Carlsberg Brand Agency: Fold7
Creative Directors: Ryan Newey, John Yorke
Copywriters: Ryan Newey, John Yorke
Account Director: Sam Balderstone
Agency Producer: Sally-Ann Houghton
Director: Peter Lydon
Production Company: 76 Ltd
Producer: Cathy Hood
Post Production: Munky
Online Editor: Gary Brown
TK OP: Jean Claude Clements
Offline: Hagon
Editor: Alex Hagon
Sound: Massive Music