TV Commercial

When The Carlsberg Group asked us to promote Carlsberg, its flagship brand, we, as I Mean It Creative, knew we had to focus on what makes the brand really different: Its heritage.

The Carlsberg Group is a Danish brewing company founded in 1847 by J. C. Jacobsen. It is the fourth largest brewery group in the world, selling more than 500 beers, and employing around 45,000 people.

When The Carlsberg Group asked us to promote Carlsberg, its flagship brand, we, as I Mean It Creative, knew we had to focus on what makes the brand really different: Its heritage. Our insight came from the great Isaac Newton, who once said, “If I have seen farther it is by standing on the shoulders of giants.” He was paying tribute to geniuses like Aristotle and Plato, who paved the way before him. For beer lovers, the story is not any different: If we are enjoying a plethora of options today, we owe it to a giant: J.C. Jacobsen.

Very few beer lover is aware that Jacobsen, the founder of Carlsberg was a force for good. It is very little known that he dedicated his entire life, and his company’s resources to creating a better, a more pure beer. Carlsberg Group laid the ground for modern brewing. And being a philanthropist, he shared his innovative techniques with his rivals. After all, his goal was to brew the perfect beer. Now, “that” is a story worth sharing!

We crystallized Jacobsen’s ennobling story. With a graceful, honest, and inspiring narrative and mouthwatering visuals, we captured his yearning, and dedication to explain how he ended up brewing “probably the best beer in the world.” The result is an inspiring short video, which was received very warmly around the world.