The week in pictures

(Photo: Carlsberg)

In Big Beer, Carlsberg officially kicked off the celebrity component of its new “honest” marketing campaign in the UK with a TV ad starring Mads Mikkelsen.

The advert, which launches this month, will run through summer and “deliver the same honesty and humour as the campaign”, according to a statement from the brewer.

If you can’t be bothered to watch the video, in it, Mikkelsen confesses that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”.

After enjoying a pint of new Carlsberg Danish Pilsner, we discover Mikkelsen has gone full Bond-villain and had the guy “responsible” for the original recipe taken out.

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