Carlsberg - The Danish Way (2017) :60 (UK)

Danish actor Mads Mikkelsen flies around on a bike through this ad while pondering what it is that makes Danes the happiest people in the world. Let's forget for a moment that Danes take a lot of psychotropic meds and anti-depressants which may have something to do with it (see OECD), and enjoy the ride. "Is that we keep work and life in perfect balance?" Mads asks as he cycles through Amalienborg Slotsplads and people rush out on the street. "Is it that we make time for hygge" he asks, thereby teaching us that very special Danish word for having a cozy time. It means exactly the same thing as the Dutch word gezellig, but both nations insist that only their language has such a word. Mads cycles through a house, saying "godaften" to a lady in bed, slams through her closet and past the Carlsberg elephants making sure to not show the swastikas on them. Inside the Carlsberg factory he samples the beer: "Or is it that we brew what we believe is the best beer in the world?" Probably.

I love how "probably" has returned and is so well used here.

Client: Carlsberg