The lager's new commercial "subway" is based on the fantasy of being able to take the subway from New York to Jamaica in just a few minutes, enjoying a whirlwind tour of London, Rome, Shanghai, Moscow and Bombay and arriving in time for a cold glass of Carlsberg on the beach.
The idea is that in a Carlsberg world there is nothing to stop you having fun.
Jakob B Knudsen, brand development director at Carlsberg, said: "In a Carlsberg world, there are no barriers to stop you experiencing a good time the world over. We are communicating our brand essence 'Drinking with a world of friends' by bringing people from different parts of the world together over a cold beer."
The spot, created by Saatchi & Saatchi London, uses the idea "Imagine life in a Carlsberg world" across the brewer's TV, cinema, press, poster and below-the-line work.
The campaign is part of the repositioning of Carlsberg's "brand essence" -- the result of a two-year research project among consumers.
Packaging and point-of-sale materials have been renewed to tie in with the positioning, although the commercial retains Carlsberg's long-running tagline "Probably the best lager in the world".
The ad is already running in Estonia and will be extended to a further 10 countries by the end of the month. Carlsberg would not name the countries until media schedules had been agreed, but said there were no current plans to run the campaign in the UK, US or Denmark.
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