When Carlsberg asked Buenos Aires based Santo to show the consumer what a rollercoaster ride the Premier League every season is, the agency decided to literally do so. By using a real rollercoaster, fans, commentators, players, linesmen, stewards, referees, and even football wives. The result is quite epic. The advert was filmed near Amsterdam at Walibi Flevo, in the infamous Golitath and took 2 days, nearly 20 cameras, a helicopter, and a crew of 120 people. The film was directed by Juan Cabral, shot by Ueli Steiger (The Day After Tomorrow, Godzilla), and produced by MJZ and Bonkers Amsterdam.