“The Crate Escape” sees a group of Carlsberg fans unite to overcome the oppressive regime of a female-centric spa. This humorous ad plays out in a remote health spa where the men are unwilling participants in their partners’ luxury weekend break. Brutalised by the all-female, Storm Trooper-esque staff, the men join forces to make their weekend more enjoyable – by breaking out of the spa in order to smuggle a crate of Carlsberg back in. The central theme – that a beer tastes better when you’ve earned it – runs through the ad’s comedic scenes.

We see the band of new-found friends appropriate an exercise machine to power a tunneling operation, before hiding the dirt variously in a woman’s mud bath and shaking it out of a trouser leg during outdoor Tai Chi practice. Music from the Elmer Bernstein score for ‘The Great Escape’ acts as a backdrop to the ad.

‘The Crate Escape’ ends with the main male character telling a bemused spa receptionist that the couple’s stay was “most refreshing”.