After the success of our Carlsberg “Journey” commercial, Owens DDB selected the treatment by Loco director, Lee Bamsey for their next campaign to introduce Carlsberg’s new glass for 2012. In “Through the Ages”, we portray the captivating story of the perfect pint through a series of glasses representing Carlsberg’s brewing history of more than 160 years.
The commercial was also a fun example of Loco’s co-creative process. In consultation with the Carlsberg Museum’s archivist in Denmark, we sourced props that were representative of the glasses used in the actual eras depicted. We had the good fortune of having two fantastic local pubs, the Dog and Duck and the Coach and Horses, both with wonderfully preserved period décor. And, we were able to enlist the talents of stylist Charlie Watkins to transform the Loco cast to fit the settings.
We open the commercial as if we are looking through a zoetrope, a great starting point to illustrate Carlsberg’s inception in 1847. An illustrated beer tankard, typical of the era, spins on a parchment-like background. We transition to the 1920’s and see a hand-tinted goblet of beer set against a black-and-white backdrop of Loco’s flappers and chaps at the Dog and Duck. Decorative flourishes incorporating Carlsberg branding frame the screen.
Next, we find ourselves in the 1960s, and a tall connoisseur beer glass stands in the foreground on the table while the Loco cast, now coiffured and styled for the 1960s, socialises in another one of our locals, The Coach and Horses. Finally, we reveal the 2012 glass triumphantly glowing against a black and green backdrop consistent with the Carlsberg 2012 poster campaign.
Sound design and music from our colleagues at Eclectic helped to bring each scene to life. We move from honky-tonk piano through to the Charleston, old-fashioned rock ‘n’ roll and end with a nightclubbing track.
To capture the refreshing look of each perfect pint, we returned to Pirate studios with liquid genius Ray Spencer, DOP Tony May, and camera operator Martin Godward for another high speed Phantom shoot. Loco’s VFX team composited the beautiful beer into the scenes, and our Baselight colourist, Tom Balkwill (Dirty Looks) provided DI services and a delectable grade to represent each era and the medium of film typical of the period.
- Agency: Owens DDB
- Account Director: John Gildea
- Client: Carlsberg/ Diageo
- Director: Lee Bamsey
- Creative Director: Dan Coster
- Producer: Jen Reznick
- VFX/ Production Team: Miland Suman, Jon Davey, Ed Stenson, Christian Williamson
- Colourist: Tom Balkwill – Dirty Looks
- DOP Studio: Tony May
- Beer Stylist: Ray Spencer
- Camera Operator & Props Support: Martin Godward
- DOP Location: Mike Bully
- Stylist: Charlie Watkins
- Sound Design/ Music:Eclectic