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5th March 2013


Carlsberg is hitting TV screens from Monday 4 March with a multimillion UK launch of its global ad, the Crate Escape.

‘Crate Escape’, a humorous interpretation of the film ‘The Great Escape’, is set in a remote health spa where some men, who would rather be somewhere else, have been forced to join their partners’ luxury spa break.

Our hero finds an ingenious way to not only hold his commitment to his girlfriend but add a much needed element to the Spa experience: an ice-cold Carlsberg.

Leading the way, he and his fellow mates join forces in an effort to secretly break out and smuggle a crate of Carlsberg back into the spa.

These enterprising men use an exercise machine to power a tunnelling operation, hide dirt in a woman’s mud bath and then shake it out during Tai Chi.

The commercial ends with success as the hero and his mates enjoy a well-deserved Carlsberg beer. Having improved the Spa experience in that way, our hero is happy to reply to the Spa receptionist upon leaving, that his stay was “most refreshing”, underlining the brand’s positioning as a reward for achievement.
David Scott, director of marketing at Carlsberg UK says:

“This new commercial reinforces the positioning of the Carlsberg brand and the associated tagline ‘That Calls for a Carlsberg.’

“Carlsberg has a reputation for producing memorable, humorous ads and this certainly follows that great tradition.”

The commercial, developed as a 30, 50, 60 or 90 second ad and supported by music from the Elmer Bernstein score for ‘The Great Escape’, was created by London-based creative agency Fold7, in partnership with Carlsberg’s international brand marketing team. The advert has already proved successful in other Carlsberg markets including Ireland, Sweden and Belgium.

View the ad now at




To embed the commercial in your website, use the following embed code:

<iframe width=”560″ height=”315″ src=”” frameborder=”0″ allowfullscreen></iframe>





External Communications Manager, Carlsberg UK:

Joanna Dring,

07887 796292



About Carlsberg Group

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 hectolitres of beer, which is about 40 billion bottles of beer annually.


About Carlsberg UK

Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel and Tetley’s.



Joanna Dring

External Communications Manager