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Carlsberg “The best things come to the curious” 2024

Carlsberg “The best things come to the curious” (2024) is a Carlsberg commercial directed by Sam Pilling, produced by Magna Studios. It won one award: Epica 2024 Bronze Best Use of Music.

A journey through time, from ancient caves to modern concerts, showcasing how curiosity leads to discovery and the enjoyment of Carlsberg beer.

Video: Fold7 - Creative Advertising Agency London on YouTube

Shot by shot

  1. A large crowd of people at a music festival, many holding green bottles, with the Carlsberg logo displayed prominently on a large screen in the background.© Carlsberg0:00
  2. A classical orchestra with a conductor in a green coat and white wig performs in a candlelit hall, with people in period attire dancing and listening.© Carlsberg0:00
  3. A Carlsberg beer bottle and a glass of beer are on a table in front of a blurred crowd at a concert.© Carlsberg0:35
  4. A Carlsberg beer bottle and a glass of beer sit on a dark surface, with a blurred crowd and stage lights in the background at a concert.© Carlsberg0:36
  5. A Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred crowd and concert lights in the background.© Carlsberg0:36
  6. A Carlsberg beer bottle and glass sit on a table in front of a cheering crowd at an outdoor concert at night.© Carlsberg0:37
  7. A Carlsberg beer bottle and a glass of beer are on a stage, with a blurred crowd and concert lights in the background.© Carlsberg0:38
  8. A Carlsberg beer bottle and a glass of beer sit on a stage with a blurred crowd and concert lights in the background.© Carlsberg0:39

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

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

The idea

Curiosity drives discovery, leading to the best experiences, including Carlsberg beer.

Tagline: “Probably the best beer in the world.”

time travel montagehistorical settingsdiscovery of new thingsproduct as rewardevolution of culture

The cut

Length
40 s
Shots
9
Average shot
4.4 s

What creatives use Carlsberg “The best things come to the curious” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Carlsberg “The best things come to the curious”? 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 classical orchestra with a conductor in a green coat and white wig performs in a candlelit hall, with people in period attire dancing and listening.© CarlsbergA Carlsberg beer bottle and a glass of beer are on a table in front of a blurred crowd at a concert.© CarlsbergA Carlsberg beer bottle and a glass of beer sit on a dark surface, with a blurred crowd and stage lights in the background at a concert.© CarlsbergA Carlsberg beer bottle and a glass of beer sit on a stage, with a blurred crowd and concert lights in the background.© Carlsberg
    Frames from Carlsberg “The best things come to the curious”

  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 “The best things come to the curious” in order, with its length, framing and what happens in it.

    A classical orchestra with a conductor in a green coat and white wig performs in a candlelit hall, with people in period attire dancing and listening.© CarlsbergA Carlsberg beer bottle and a glass of beer are on a table in front of a blurred crowd at a concert.© CarlsbergA Carlsberg beer bottle and a glass of beer sit on a dark surface, with a blurred crowd and stage lights in the background at a concert.© CarlsbergA 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 glass sit on a table in front of a cheering crowd at an outdoor concert at night.© CarlsbergA Carlsberg beer bottle and a glass of beer are on a stage, with a blurred crowd and concert lights in the background.© Carlsberg
    Length: 40 s · Shots: 9 · Average shot: 4.4 s

  3. 03Ad ideas: every spot built on a time travel montage

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

    Carlsberg “The best things come to the curious” is built on a time travel montage. Search the library by idea to see every spot that uses it.

    Carlsberg “Carlsberg Curiosity”© CarlsbergGreene King “Beer Slide”© Greene KingMigros “100 Years”© MigrosJEEP “78 Years of Adventure”© JEEP
    Carlsberg · Greene King · Migros · JEEP

More commercials by Sam Pilling

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 “The best things come to the curious” commercial?

Sam Pilling directed it, produced by Magna Studios.

What awards did Carlsberg “The best things come to the curious” win?

1 awards, including Epica 2024 Bronze Best Use of Music.

What is the tagline of Carlsberg “The best things come to the curious”?

“Probably the best beer in the world.”

Sources for the credits and awards

winners.epica-awards.com