Carlsberg puts cycling helmet on Mads Mikkelsen for adverts shown in Ireland

Carlsberg has added a cycling helmet to Danish actor Mads Mikkelsen for adverts shown in Ireland. Mikkelsen wasn't wearing a helmet in the original TV ad, but it has been included post-production.

Carlsberg has added a cycling helmet onto the head of Mads Mikkelsen for versions of its TV advert shown in Ireland.

The Danish actor was not wearing a helmet during the filming of the advert, which features him on a bike.

And he is also not wearing one in the version of the advert for broadcast internationally. But for the version shown in Ireland, a helmet has been added using CGI.

Another actor in the advert - a woman on a bike - has also had a helmet added to her head.

We’ve included the two versions of the
advert for you to view below.

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The discrepancy has been spotted by an eagle-eyed cycling blogger; Leo Dillon of the Limerick Cycle Design blog.

So we take our hat (helmet?) off to him.
Helmets are not compulsory for cycling in Ireland, yet a helmet has been added
to Carlsberg’s Irish ad.

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It appears our Continental European cousins
can be trusted with seeing someone on TV cycling without a helmet, but it’s a
different story for the Paddies.

However, there can be no doubt the
helmet has been added for the Irish market. Dillon contacted Carlsberg and the
company confirmed it.

“Mads is wearing a helmet because of
stricter advertising rules in Ireland around how cyclists can be shown in advertising
in general,” it said.

“We are comfortable that Mads brings
Danish charm and sophistication to our advertising regardless of his attire.”

The Times Ireland points out advertising
standards in Ireland specify adverts “should not
encourage or condone dangerous behaviour or unsafe practices”.

However, that wasn’t specifically
referred to in the company’s correspondence to Dillon.

Original advert, with no helmet

Irish version, with helmet

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