Duval Guillaume Modem, the makers of last year’s YouTube hits A Dramatic Surprise on a Quiet Square and Unlock the 007 in You, has come up with another health & safety-defying live-action-Joe-Public drama, this time putting true friendship to the test for Carlsberg.

The online campaign was created through an elaborate set-up. Volunteers call their friends in the middle of the night, asking them to ‘rescue’ them from a dicey situation - a back-alley poker game gone wrong.

The friend needs to make his or her way to the location asap, with €300 to bail out their buddies. On the way they encounter seedy characters, burly doormen, bare knuckle fights, an overenthusiastic chef and other intimidating and off-putting challenges.

Those who pluck up the courage to persevere are adequately rewarded at the end…