The campaign, devised by Saatchi & Saatchi, is to break on March 1 and involves two executions featuring pub-goers not doing things by half.
One, called "fancy dress", shows a man dressed as a centurion accompanied by a Roman army, complete with catapults, dramatically approaching his local pub. When he gets there it is revealed he is attending a fancy dress party along with friends who have made far less effort.
The other, called "catwalk", shows a man in a pub asking a market trader if he has any T-shirts for sale. Instead of opening his bag, he brings in a set of catwalk models strutting through the pub wearing his T-shirts.
The "Don't do things by half" campaign will run across an £11m investment in the brand this year. This includes advertising around Tetley's England rugby sponsorship and features a press campaign showing England players going to extraordinary lengths to impress on the pitch.
Darran Britton, marketing director of Carlsberg UK, said: "The new ads are great fun and have researched fantastically with ale drinkers. They capture our passion for brewing great beer in a humorous, down-to-earth manner which is typical of the brand's Northern roots."
The ads were creative directed by Kate Stanners, with copywriting by Dave Henderson, art direction by Richard Denney, planning was by Kevin Chesters. Matthius Van Heuningen direct while the production company was MJZ, with media handled by OMD UK.
This is the latest creative for the brand by Saatchi & Saatchi, which also handled last year's "Smoothly does it" campaign to promote Tetley Smoothflow. Last year, the ale brand was revamped with new graphics created by Sieberthead.
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