Lars Ulrich is Doing Danish Commercials for Alcohol Now

I guess Through the Never and the Orion Music + More Festival each lost an even greater sum of money than we originally thought — ’cause Lars Ulrich is now appearing in not one, but two separate Danish ad campaigns for two separate brands of alcohol.

First up, he’s one of six Danish celebrities who have designed new bottles for Carlsberg beer. Displaying the same amount of creativity and effort he puts into his drumming, Ulrich’s design features a photo of his back, taken by legendary rock photographer Ross Halfin. Kind of amazing that Ulrich wasn’t worried his design was too stock.

There’s also a video component to the campaign, which you can watch below. It’s in Danish, and YouTube’s English subtitles are just the absolute worst, so most of you won’t be able to understand what he’s saying. But I just so happen to speak Danish, so I can tell you that general gist of it is, “Holy crap, the tone of this video sure is serious considering that we’re just trying to sell beer.”

The second campaign in which Ulrich is participating is for the Danish bitters, Gammel Dansk. The commercial for that campaign is below. Again, YouTube’s translation is lacking, so I’ll just give you a general run-down: basically, Lars is just saying, “C’mon, guys, really, the tone of this commercial is too serious. It’s as though you don’t want people to think getting drunk is fun. You may also be unintentionally leading the consumer to purchase some Levi’s jeans.”

And here are the accompanying print ads for the Gammel Dansk campaign:

Ulrich is also going to be a judge in a competition being run by Gammel Dansk, which will award 100,000 Danish kroner — or roughly $18,500 — to a person or persons who “go against the flow.” I have no idea what the other rules are, but that seems like a pretty broad net to cast. What does it mean, exactly, to “go against the flow” in this context? Is it literally someone who swims upstream? A guy who wears Hawaiian shirts to work even when it’s not Hawaiian Shirt Day? A drummer who makes millions of dollars despite not being able to play his instrument very well? A snarky blogger who routinely makes fun of that drummer? I’d say “I guess we’ll have to wait and see who the winner is to find out!”, but I have every intention of forgetting about this entirely as soon as I hit “publish.”

Wait… what were we talking about again?

[via]