Monday, July 9, 2012

Carlsberg launches ‘Crate Escape’ in Ireland

Today, Monday 9th July 2012, Carlsberg have released the details of their latest TV ad 'Crate Escape'. This Thursday, 12th July, Carlsberg's humorous take on the film ‘The Great Escape’, will air in Ireland before any other market.

The ad is set in a remote health spa where a bunch of lads have been forced to join their partners on a luxury spa break. Obviously the lads in question would much rather be somewhere else. This leads to an ingenious plan to add a much needed element to the whole experience: a cold Carlsberg.

Our hero calls on his mates to break out and smuggle a crate of Carlsberg back into the spa, and just like Steve McQueen and the lads in The Great Escape these crafty chaps use a host of cunning and oddball methods to get the job done. To be honest though, you should just watch it...

Speaking about the new ad, Karen Murphy, Senior Brand Manager, Carlsberg, said: “We’re delighted with our new TV ad ‘The Crate Escape’ and to be chosen as the first market to air it. The commercial reinforces the Carlsberg brand message and offers some light-hearted entertainment as our hero steps up and comes good by his mates and his girlfriend. Carlsberg has a reputation for producing - memorable ads with clever wit and we believe ‘The Crate Escape’ will be really well-received amongst our audience. To coincide with the launch we are running a themed competition on the Carlsberg Ireland Facebook page to giveaway a weekend break to either Barcelona or Berlin for four mates.”

Developed by creative agency Fold7, the 30, 50, 80 and 90 second ad was directed by Peter Lydon whose work includes hit Channel 4 TV shows Shameless and Teachers, and features music from the Elmer Bernstein score for ‘The Great Escape’. The ad will be rolled out across Carlsberg's global markets, kicking off in Ireland, Sweden and Belgium on 12 July.

To view the new ad first and be in with a chance of winning some fantastic Carlsberg Crate Escape prizes, visit

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