Carlsberg creates first global ad for alcohol-free beer starring actor Mads Mikkelsen

Carlsberg is starting 2021 with a toast to alcohol-free beer

Carlsberg 0.0’s first global ad, starring Danish actor Mads Mikkelsen, comes at the start of a year which is predicted to see more people drink alcohol-free beer than ever before.

Alcohol-free beer has seen huge growth in recent years and became more popular than ever during a turbulent 2020. Driven by an increased focus on health and wellness and awareness of the great taste and options available, the Carlsberg Group’s alcohol-free brews portfolio grew 29% between July and September of 2020.

A first for Carlsberg

The new ad sees Mads Mikkelsen’s cycling philosopher character peddle through Copenhagen in traditional style, celebrating the great taste and versatility of Carlsberg’s alcohol-free beer.

Demonstrating how good moments can be made even better with alcohol-free beer, he enjoys a Carlsberg 0.0 in different situations, including finishing a game of tennis with a clean one-handed backhand, perplexingly observing a modern art display and even skipping his own ad.

This is the first time that Carlsberg has produced a global ad for its alcohol-free variant.