You can debate the effectiveness of magazine advertising all day long, but this Carlsberg ad from Belgian agency Duval Guillaume is undeniably useful. Follow the instructions, and you can use the flimsy piece of paper to open a bottle of Carlsberg. That's pretty cool, but does it make this "probably the best ad in the world"? Not if you consider the likely inspiration—this YouTube video (1.8 million views) showing a guy using a piece of paper to open, yes, a bottle of Carlsberg. Via Adland.
See the ad itself after the jump.