Carlsberg is running a new advertising campaign featuring the worlds biggest challenges. A new tag line, That calls for a Carlsberg, is built into television, print and outdoor ads, reflecting on the pleasure of an ice cold beer as a reward for achievement.  A climber scales the summit to erect a television aerial so he and his mates can catch a crucial programme back at base camp. Print and outdoor ads feature shots from the advert, along with the inventor of the wheel and Einstein with his E=MC squared formula. Advertising agency: Fold7 - London.