72andSunny Brings Back ‘If Carlsberg Did…’

By Erik Oster 

72andSunny Amsterdam revived Danish lager brand Carlsberg’s “If Carlsberg did…” strapline following a four-year hiatus, with a new spot called “If Carsberg did Supermarkets…”

The 40-second broadcast spot imagines (as you might have guessed) what it would look like if Carlsberg did a supermarket. The result, of course, is “probably the best in the world.” Carlsberg’s version of the supermarket includes a lot of powertools and musical instruments, along with an entire row dedicated to the beer. A man peruses the aisles with a shopping list that includes only two items: eggs and beer (the essentials). The spot will also run in 30, 60 and 80-second versions and will be supported by print, digital and social elements. Something about the goofy tone and accompanying strapline still work really well for the brand, so much so that you have to wonder why they retired it in the first place.

“If Carlsberg did… was a meme before meme’s existed and has remained as key internet parlance,” Nic Owen, managing director, 72andSunny Amsterdam, told The Drum. “We’re super excited about making the most of it in a day and age it’s perfectly suited for.”


Agency: 72andSunny

Production Company: Pulse Films
Director: Martin Kalina

Editorial Company: Whitehouse Post
Editor: Russell Icke

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Editor: Gary Bowyer
Executive Producer: Bebe Kiffin
Producer: Antonia Porter