Mads Mikkelsen is no stranger to booze marketing, having patriotically leant some of his trademark menace to Danish brewer Carlsberg on several occasions.

Now he’s moved on to spirits with a spot for Campari. In the movie-style ad, he plays a sharp-suited bartender, who takes an order for a Negroni. He makes it precision, care… even love. Festival de Cannes branded ice and a celluloid-shaped garnish nod to the cinema.

It’s too good to share: Mikkelsen necks the drink as we hear a director cry “cut!”. “You have to hand it over, it’s in the script!” he insists. Mikkelsen demurs, the scene is reset. Who’s to say he won’t do it again on the next take?

It’s frothy fun – but the drink looks great, and the big star sells it.

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