If Carlsberg did Supermarkets

Carlsberg is continuing the “If Carlsberg Did” meme with “If Carlsberg did Supermarkets”, a television and online commercial launched in February. Showcasing Carlsberg’s commitment to delivering the finest quality in everything it does, the advertisement visualises the dreamy scenario of a Carlsberg supermarket – “Probably the best supermarket in the world”. Abolishing the previously idolised image of the alpha male, the film offers an amusing and deliciously refreshing take on the fantasy of an everyday beer drinker.

Carlsberg Supermarket

“In a world full of dull mini-marts, mega malls and corner shops. Someone had to make the supermarket even more super. That man, was Carlsberg. Probably. We’re always looking for ways we can imagine a better world, most importantly how to make better beer. The beer you enjoy with your mates when you have the time of your life.”

This campaign closely follows the recent launch of a series of online films that captured the distinctly superior taste of Carlsberg. The films, which were rolled out globally, reinvigorated the ‘If Carlsberg did…’ meme by injecting a number of scenarios with the fun and sophisticated humour the brand is so well known for.

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Carlsberg Supermarket

Credits

The If Carlsberg did Supermarkets campaign was developed at 72andSunny Amsterdam by executive creative director Carlo Cavallone, creative director Matt Heck, creative director/lead writer Lee Hempstock, designer Renee Lam and agency producer Eline Bakker.

Filming was shot by director Martin Kalina via Pulse Films with executive producer James Sorton, producer Neil Andrews, director of photography Julian Hohndorf.

Editor was Russell Icke at Whitehouse Post, London.

Visual effects were produced at MPC Amsterdam by VFX producer Gwenn Hardouin, VFX supervisor Franck Lambertz, VFX team Tom van Dop and Emeric Larochette, with colourist Richard Fearon.

The Dirty Dancing theme song “(I’ve Had) The Time Of My Life” was licensed for Benelux by Cloud 9 Music Publishing.