A video for Carlsberg beer shows men supposedly losing in a poker game and phoning close friends for a bailout in the early hours of the morning. When the friends arrive, they are greeted by a staged, seedy scene before a crowd toasting their loyalty and courage is revealed. "[W]hat's clear with this one film is that Carlsberg has deftly positioned itself not as an obtusely 'social beer,' but as something far more meaningful: as the beer for actual friends," writes Will Burns.