METALLICA drummer Lars Ulrich is currently the face of not one but two separate Danish ad campaigns for alcoholic beverages. In the first, he is one of six people chosen by Danish brewer Carlsberg to design a bottle for the company's "Stand Out Collection". Carlsberg created a six-minute marketing video with Ulrich in San Francisco which serves as an ad for the campaign.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 'fuck 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." Meanwhile, Ulrich was also recently selected by the producers of Gammel Dansk, another Danish alcoholic beverage, to star in a similar campaign, this one titled "Not Like The Others". Ulrich appears in commercials for the product and will also serve on the jury for a contest where prizes will go to individuals or groups that "go against the flow." Ulrich said in a statement, "For me, Gammel Dansk is something very, very special . . . 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. METALLICA is currently writing songs for its 10th studio album, although there is no set timeline to record or release the new disc. METALLICA debuted a new song called "Lords Of Summer" on a recent South American tour. That tune or possibly another new one will be played on the band's upcoming European summer festival run, on which the group will play all-request sets in addition to one new track.
To comment on a BLABBERMOUTH.NET story or review, you must be logged in to an active personal account on Facebook. Once you're logged in, you will be able to comment. User comments or postings do not reflect the viewpoint of BLABBERMOUTH.NET and BLABBERMOUTH.NET does not endorse, or guarantee the accuracy of, any user comment. BLABBERMOUTH.NET reserves the right to "hide" comments that may be considered offensive, illegal or inappropriate and to "ban" users that violate the site's Terms Of Service. Hidden comments will still appear to the user and to the user's Facebook friends. If a new comment is published from a "banned" user or contains a blacklisted word, this comment will automatically have limited visibility (the "banned" user's comments will only be visible to the user and the user's Facebook friends). To report any abusive, obscene, defamatory, racist, homophobic or threatening comments, or anything that may violate any applicable laws, please send an e-mail to blabbermouthinbox(@)gmail.com with pertinent details.