10/6/2005 10:30 

Carlsberg UK is launching its first above-the-line campaign for Holsten Pils since acquiring the brand in July 2004. The new campaign will appear in national daily and Sunday newspapers and in a 48 sheet outdoor poster campaign in London & the South East.

"The strap line for the ads will be 'The Bottle to be Different'," says Darren Britton, brands director – ales & lagers, at Carlsberg UK. There are three executions: one shows a room full of crash test dummies with one escaping through a window; the second a close-up of table football figures with one standing apart from the team, heading the ball, and, thirdly, a pond surrounded by garden gnomes fishing with one on the water relaxing on an airbed.