Dragged out of bed by your 'friend' in the middle of the night as part of an elaborate advertising hoax? That calls for a Carlsberg.
Continuing in its tradition of sinister hidden-camera pranks, the Danish beer brand decided to test whether people would get out of bed to save their best friend from Asian gangsters over a gambling debt.
The friend is forced to journey to what presumably passes for Copenhagen's bad part of town, braving burly doormen, people throwing chickens and old men eating insects on sticks.
The big curtain reveal is that the dingy poker room is actually full of white people and therefore perfectly safe. Everyone then stands around awkwardly clapping and drinking Carlsberg.
The campaign was the work of Belgian agency Duval Guillaume Modem, which also created the hugely successful 'Cinema Bikers' ad, as well as TNT's 'Push to Add Drama' and Coke Zero's Skyfall viral, 'Unlock the 007 in You'.
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