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Carlsberg “Curious Beginnings” 2025

Carlsberg “Curious Beginnings” (2025) is a Carlsberg commercial directed by Sam Pilling for Fold7, produced by Magna Studios. It won 2 awards, including Creative Circle 2025 Gold Film Craft - Use of Adapted Music : SINGLE and shots Awards EMEA 2024 Gold — Use of Music (Licensed).

This ad takes viewers on a journey through different historical eras, showcasing how Carlsberg beer has been enjoyed across time, from ancient caves to modern music festivals.

Video: Sam Pilling on Vimeo

Shot by shot

  1. A Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred crowd and concert lights in the background.© Carlsberg0:37
  2. A Carlsberg beer bottle and glass sit on a stage with a blurred concert crowd in the background, featuring the tagline "PROBABLY THE BEST BEER IN HISTORY."© Carlsberg0:38
  3. A Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred concert crowd and stage lights in the background.© Carlsberg0:38

Stills © Carlsberg. Made by Fold7, Magna Studios and Sam Pilling.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Carlsberg: The beer that transcends time and cultures.

Tagline: “PROBABLY THE BEST BEER IN HISTORY.”

historical journeytime travelcultural evolutionproduct placement through historycelebration of curiosity

The cut

Length
40 s
Shots
11
Average shot
3.6 s

What creatives use Carlsberg “Curious Beginnings” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Carlsberg “Curious Beginnings”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred crowd and concert lights in the background.© CarlsbergA Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred concert crowd and stage lights in the background.© Carlsberg
    Frames from Carlsberg “Curious Beginnings”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Carlsberg “Curious Beginnings” in order, with its length, framing and what happens in it.

    A Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred crowd and concert lights in the background.© CarlsbergA Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred concert crowd and stage lights in the background.© Carlsberg
    Length: 40 s · Shots: 11 · Average shot: 3.6 s

  3. 03Ad ideas: every spot built on a historical journey

    Before you present an idea, you need to know who has done it, and how.

    Carlsberg “Curious Beginnings” is built on a historical journey. Search the library by idea to see every spot that uses it.

    Hovis “Go On Lad”© HovisStaatsloterij “300 Years”© StaatsloterijZegna “Web Experience Video”© ZegnaMolson Coors “Start Your Legacy”© Molson Coors
    Hovis · Staatsloterij · Zegna · Molson Coors

More commercials by Sam Pilling

More from Fold7

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Carlsberg “Curious Beginnings” commercial?

Sam Pilling directed it, produced by Magna Studios, for the agency Fold7.

Which agency made Carlsberg “Curious Beginnings”?

Fold7 created it for Carlsberg (2025).

What awards did Carlsberg “Curious Beginnings” win?

2 awards, including Creative Circle 2025 Gold Film Craft - Use of Adapted Music : SINGLE and shots Awards EMEA 2024 Gold — Use of Music (Licensed).

What is the tagline of Carlsberg “Curious Beginnings”?

“PROBABLY THE BEST BEER IN HISTORY.”

Sources for the credits and awards

creativecircle.co.ukshotsoneclub.org