METALLICA drummer Lars Ulrich is one of six people who were selected by the Danish brewer Carlsberg to design a bottle as part of the company’s “Stand Out Collection”.
For his design, Lars selected a picture taken by the world-famous rock photographer Ross Halfin in May 2012 at the Stade de France in Paris during METALLICA‘s European tour.
Carlsberg brand manager Rasmus Bendtsen stated about the collaboration: “Lars is the epitome of ‘f**k 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] 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.”
In addition, Carlsberg has created a six-minute marketing segment with Ulrich in San Francisco which serves an ad vehicle for the “Stand Out Collection” campaign. Check it out below.
Incredibly, Ulrich was recently selected by the producers of Gammel Dansk, another Danish alcoholic beverage, to star in a similar campaign, this one dubbed “Not Like The Others”. Not only does Ulrich appear in commercials for the product, he will serve on the jury for a contest where prizes are awarded to individuals or groups that “go against the flow.”
“For me, Gammel Dansk is something very, very special,” Lars said in a statement. “Therefore, it is fantastic to be able to give a prize to people who are also unique in some way.”
The competition has a first prize of 100,000 Danish kroner (approximately $18,500) and the winner will be celebrated at a party in November 2014.