VIDEO: If Carlsberg did '˜your mum jokes'... they would be nice says Northampton beer brewers

The short film released on Youtube today sees comedians Lloyd Griffith and Tom Davis, star of the BBC Three comedy Murder in Successville, exchange “your mum” quips with a difference – each of the gags celebrate their mums and the role they have played in their lives.

Senior brand manager at Carlsberg UK, Dharmesh Rana, said: “Anyone can make a stupid gag at the expenses of their friends, but we wanted to create a piece of content which adds a layer of wit and intelligence to it.

“Clearly, ‘your mum’ is normally associated with negative sentiment and we’ve tried to turn it on its head, to ensure we’re celebrating mums across the country this Mother’s Day, by creating a piece of content which consumers genuinely enjoy and talk about in a positive way.”

The video marks the launch of a social campaign by the beer brand in the run-up to Mother’s Day.

The Northampton-based company is asking people to submit their own positive “your mum” jokes through www.twitter.com/CarlsbergUK, with the best ones shared by Carlsberg’s media team.