Carlsberg Commercial: The Secret

Carlsberg Commercial: The Secret

New Carlsberg commercial, developed specifically for the Irish market, takes us back to the origin of the big secret.

The advertisement, entitled ‘The Secret’, celebrates the fact that Carlsberg are responsible for perfecting the secret of brewing consistently quality lager. The commercial tells a true story from 1883, where Carlsberg scientist Professor Emil Chr. Hansen discovered the method of isolating pure yeast culture. The resulting yeast was called saccharoymces carslbergensis – the secret of Carlsberg’s brewing success. First to isolate pure yeast, and with a discovery that would revolutionise the brewing industry, Carlsberg didn’t keep its findings to itself but rather shared its knowledge with other master brewers. It still forms the basis of all lager brewing today!

Why? Because Carlsberg knew that the original could not be beaten.

This new commercial brings this story to life in a dramatic and engaging way following a horseman’s epic journey through 19th century Europe to deliver the original brewing yeast from the Carlsberg brewery to a rival lager brewer.

Developed by Irish advertising agency, Owens DDB and directed by Johnny Green, produced by Knucklehead and post produced by Framestore. The music for the advertisement was specially composed by Paul Raeburn.


Advertising Agency: Owens DDB, Dublin, Ireland
Client: Carlsberg
Agency Producer: Ruth Drury Byrne
Creative Director: Donal O’Dea
Director: Johnny Green
Production: Knucklehead
Producer: Tim Katz
Director of Photography: Joost van Gelder
Post Production: Framestore
Editor: Tim Thornton-Allen (Marshall Street)

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