Duval Guillaume are showing off their bottle-opening skills and their trademarked modesty with their best ad in the world for Carlsberg, who knew that a few simple folds could open a beer bottle? I knew, I've seen people open beer-bottles with lighters, pens, edges of the table, rings and all sorts, including folded paper which is almost as impressive as when a drunk french man uncorks a wine-bottle with his shoe. I can't do any of those clever opening tricks, but I can open beer bottles with my teeth. Calcium. It's key.

ad agency: Duval Guillaume

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.