Tuesday, April 29, 2014

Metallica drummer featured in Carlsberg beer campaign

Metallica’s Lars Ulrich was selected by Danish beer brewery Carlsberg as one of six people to design a bottle as part of the company's Stand Out Collection.

Ulrich chose a picture taken by the legendary photographer Ross Halfin for his design, shot in May 2012 at the Stade de France.

"Lars is the epitome of 'F Janteloven' mantra (referring to The Law of Jante, a pattern of group behavior towards individuals within Scandinavian communities which negatively portrays and criticizes individual success and achievement as unworthy and inappropriate),” says Carlsberg brand manager Rasmus Bendtsen, “and he 100% lives up to the message that is the whole idea behind the Stand Out Collection. Lars even suggested that we change the name of 'Carlsberg' to 'Larsberg'. He is a great partner."

The beer company has issued a promotional video featuring Lars, shot in Danish.

Metallica will bring their “By Request” concert series to Europe for shows starting May 28 at Sonisphere Finland in Helsinki, Finland.

See also:

Metallica update new album status
VIDEO: Metallica classic featured in broadcast opening to NHL Playoffs
Metallica drummer pushing for Deep Purple to enter Rock Hall
Metallica perform One on final night of South American tour
Search Metallica at hennemusic