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Mads Mikkelsen hints at a dark twist in the latest Carlsberg ad to promote the relaunched Danish Pilsner.

While rowing on a lake, the actor confesses:  "In the UK, Carlsberg pursued being the biggest, not the best, and the beer suffered." After enjoying a pint of the new brew, he ominously alludes to the fate of the person responsible for the old beer in the UK. The work was created by Adrian Lim and Rupert Jordan, and directed by Nicolai Fuglsig through MJZ.