In order to stem the tide of lager drinkers turning to craft beer, Carlsberg is playing up its Danish heritage, to give its brew a stronger identity. To do that, it’s hired Mads Mikkelsen to cycle across Copenhagen ruminating on Denmark’s reputation for happiness.

Mikkelsen is an unimprovable hire. He’s Denmark’s foremost actor, plus he’s brilliant in the role, sending up his reputation for creepy characters as he cycles through hedges and into cupboards, philosophising as he goes. He retains his edge, mind, with a suave dismissal of ‘hygge’.

As if to call the craft-lovers back, it’s full of hipster signifiers: beardy blokes, cool design and bicycles. But the ad ends on a familiar note - a witty subversion of the ‘probably’ slogan. Skål!

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