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ANDY Awards

Creative Award
New York, United States
Carlsberg - "Announcement" by ANDY Awards 2007

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TitleAnnouncement
Agency
Campaign The world … according to Carlsberg - Carlsberg
Advertiser Carlsberg Group
Brand Carlsberg
Date of First Broadcast/Publication 2008 / 2
Business Sector Beers, Ciders, Lagers
Philosophy IDEA - The World...according to Carlsberg.
Problem OBJECTIVE - To convert a brand that is held in every lager drinkers
repertoire into one that enjoys their loyalty.

ISUUE - Carlsberg is only one of a wide range of lagers – indistinguishable in terms of product in a market in which it
is outspent and out distributed.

INSIGHT – Blokes know there is no real difference between standard lagers, but they respond strongly to beer brands
that see the world their way.
Media Type Web Film
Length
Market United Kingdom
AI Description The advertisement takes place during a football match between AFC Wimbledon and Torquay at the Kingsmeadow stadium. The video opens with an announcement at the stadium, delivering a humorous and elaborate message to a fan named Derek Wilkinson. The message, purportedly from his wife, humorously describes the birth of their child and a series of personal anecdotes related to football. The atmosphere is lively, with a packed stadium of cheering fans. The crowd laughs and enjoys the moment, adding to the camaraderie and excitement of the game. The message ends with a humorous twist about getting a Swedish au pair, allowing Derek to enjoy the rest of the match. The ad closes by revealing that the announcement was brought to the audience by Carlsberg, with the slogan suggesting that Carlsberg would make the best wives in the world. The overall tone is lighthearted and engaging, connecting the brand with elements of fun, family, and football.
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