Carlsberg Poker Game Ad Puts Friends To The Test - Business Insider

Carlsberg hired Duval Guillaume Modem ? the Belgian agency famed for its elaborate public hoaxes ? to create this new ad, which puts a group of best friends to the test when one of them calls late at night begging for money.

The premise is simple. Your phone goes off between 1 a.m. and 3 a.m., and your buddy tells you that he's has just lost 300 euros (about $400) in a card game, and won't be allowed out of the poker den unless you can come up with the money immediately.

The execution ? as always, when it comes to Duval Guillaume's ads ? is complicated. (The agency also did TNT's "dramatic surprise" ad and Coke's 007 foot chase video). The put-upon friend (who the agency says do not know they're being filmed) arrives in the dodgiest neighborhood in town and must navigate a bare-knuckle boxing contest, a cock fight, and a several bouncers before being admitted to a back-room filled with scary characters holding the buddy hostage.

Only when the money is placed on the table does a curtain fall ? revealing that it's a giant beer promotion.

Source: http://www.businessinsider.com/carlsberg-poker-game-ad-puts-friends-to-the-test-2013-3

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