METALLICA Drummer Lars Ulrich Bottle Design For Carlsberg Beer Campaign Unveiled
April 28, 2014, 10 years ago
METALLICA drummer Lars Ulrich was selected by Danish beer brewery Carlsberg as one of six people to design a bottle as part of the company's Stand Out Collection. Ulrich chose a picture taken by the legendary photographer Ross Halfin for his design, shot in May 2012 at the Stade de France.
Carlsberg brand manager Rasmus Bendtsen comments: "Lars is the epitome of 'fuck Janteloven' mantra (referring to The Law of Jante, a pattern of group behavior towards individuals within Scandinavian communities which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate) and he 100% lives up to the message that is the whole idea behind the Stand Out Collection. Lars even suggested that we change the name of 'Carlsberg' to 'Larsberg'. He is a great partner."
A six-minute marketing video featuring Ulrich (shot in Danish) can be viewed below:
