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Brian Lykke calls it 'dangerous' to make advertisements: 'Some companies are more sympathetic than others' | BT All the way with Hemmingsen - www.bt.dk It caused a great deal of controversy when Hollywood star Matt Damon last year suddenly appeared in an advertisement for cryptocurrency. And it was precisely celebrities' participation in advertising - and what they choose to advertise for - that can divide the waters. Also internally between the actors, where it has not always been seen as perfectly fine if you choose to get involved with the advertising industry. However, that way of thinking is outdated, Brian Lykke explains in B.T.'s podcast 'All the way away' with the hosts Anders Hemmingsen and Emma Wittendorff. “I think it belongs to a different time. People know very well that if the wheels are to turn, then there are some who have to pay for the feast, and in our industry there are many at all levels who have to be paid (...) It's just something that needs to be done, so that it can all run around. "" But when I started in the industry, there were many who went far beyond (making commercials, ed.), and I got some 'seriously, are you just totally selling out?', but people must think so. That's fair enough. ”However, one should not throw oneself headlong into the advertising industry, he believes. "I think it's a bit dangerous to go into advertising, because you have to try to be sure what it is you are advertising for. But I think cream buns are reasonably cozy and harmless, and Mr. Spangsberg is a very, very nice cousin, so I think it made good sense. ”Others, however, have had to say no when they turn to the 46-year-old actor. "Some companies are more sympathetic than others." Several of Denmark's biggest actors have also had quite a lot of success in making commercials. Among them Mads Mikkelsen, who is currently in the Harry Potter spinoff film franchise 'Fantastic Beast'. He has made commercials for the Great Belt Bridge, Star Tour and BoConcept, but in step with the international film breakthrough, major brands such as Ford and Carlsberg have been added to the portfolio. Communication and branding expert Nikolaj Stagis also assessed in 2016 that it is quite good business for an actor of Mads Mikkelsen's caliber to make commercials. »Unknown photo models can easily get around 100,000-200,000 kroner for a campaign. When we talk about a guy like Mads Mikkelsen, I think he has received an amount of 3-10 million for this European campaign (for Ford, ed.). «ABROAD FOOTBALL BEHIND CLOSED DOORS B.T.'s verdict B.T. in Ukraine Berlingske Media A / S Pilestræde 34 DK-1147 Copenhagen KTlf. +45 33 75 75 33 CVR.no .: 29 20 73 13