| Irish consumers share Carlsberg's 'Secret' on TV |
 Carlsberg’s current ad ‘The Secret’ celebrates the brand’s brewing success and was developed specifically with the Irish market in mind.
Having perfected the secret to brewing consistent quality lager in 1883, Carlsberg scientist Professor Emil Chr Hansen shared the method with other breweries - in the words of Carlsberg - “because Carlsberg knew that the original could not be beaten”.
The yeast find by the professor was called saccharoymces carslbergensis - the secret of Carlsberg’s brewing success. First to isolate pure yeast - and with a discovery that would revolutionise the brewing industry - Carlsberg didn’t keep its findings to itself but rather shared its knowledge with other master brewers. It still forms the basis of all lager brewing today.
The new 40-second TV ad was directed by Johnny Green who has previously worked for Audi, Adidas, Sony and Guinness amongst others and the music for it was specially composed by Paul Raeburn.
In order to ensure viewers feel really close to the action, Johnny Green used a camera and set up rig adopted from car commercials in a very innovative approach to filming the horse-riding sequences. Detailed replicas of Emil Hansen’s laboratory and office, the brewery exterior, the courtyard of the second brewery and a busy harbour were created for the ad shoot while in addition to the remarkable sets and camera work, the director used six horses, 80 extras, an original car from circa 1883 and eight countryside locations.
‘The Secret’ is currently airing across all channels and will be supported by press advertising.
Cap: Carlsberg’s ‘The Secret’ is currently airing across all channels and will be supported by press advertising. |
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