I'm gonna be prank with you

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Hello, Creative Souls!

This week, we’re diving into a campaign that blends suspense, humor, and heart to deliver an unforgettable message.

Carlsberg’s “Puts Friends to the Test” is more than just a prank—it’s a celebration of loyalty, camaraderie, and the friends who’d drop everything to be there for you.

The attention to detail and whacky creativity will make you feel bad for not coming up with this prank idea yourselves!

Campaign: Puts Friends to the Test
Client: Carlsberg
Agency: Duval Guillaume Modem

The Big Idea:

How far would your friends go for you? Carlsberg puts this question front and center with a late-night loyalty test. The premise is deceptively simple: between 1 a.m. and 3 a.m., unsuspecting participants receive a frantic call from their friend. The friend, trapped in a shady poker den after losing 300 euros, begs for help. The catch? The situation they’re walking into is anything but ordinary.

From surreal encounters with chickens and boxers to the bizarre man in the lift, every detail of the prank adds to the chaos, testing how far participants will go to rescue their friend. Their reactions—raw, unscripted, and deeply human—drive home the heart of the campaign: celebrating the bonds of friendship and the lengths we go for those who matter most.

Why This Works:

Relatable Yet Extraordinary:
The concept of being called upon by a friend in need is universally relatable, but the execution elevates it with surreal, comedic elements that keep viewers hooked and entertained.

Emotional Resonance:
By capturing genuine reactions, the ad taps into the emotional core of loyalty and camaraderie. Viewers can’t help but reflect on their own friendships and the people they’d do the same for.

Shareable Storytelling:
The blend of humor, suspense, and heartfelt moments makes the campaign inherently shareable. It’s the kind of content people want to talk about and show to their own friends.

Seamless Brand Connection:
Carlsberg ties the idea of loyalty and camaraderie directly to their brand ethos, reinforcing their message in a way that feels natural and authentic.

Why the Execution Matters:

The success of this campaign lies in its commitment to the prank. Imagine if it had been a simple “what-if” scenario or a scripted reenactment—it wouldn’t have had the same impact. By investing in elaborate setups and capturing unscripted moments, Carlsberg created a story that feels real, engaging, and deeply human. Every surreal detail—from the odd man in the lift to the chaotic poker den—heightens the stakes while maintaining a sense of humor.

Execution Tips for Brands:

1. Challenge Your Audience: Create scenarios that test values like loyalty, teamwork, or courage, turning them into shareable, relatable experiences.

2. Commit to the Premise: The more you lean into the details of your concept, the more immersive and impactful the final result will be.

3. Show Genuine Reactions: Real, unscripted moments resonate more deeply, building trust and emotional connection with your audience.

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CONCLUSION:

By blending relatable emotions with extraordinary scenarios, the campaign reminds us of the friends who’d go the extra mile—and how great it feels to be one of them. With humor, heart, and a fresh pint of Carlsberg, this is a story worth sharing.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.