CAMPARI has tapped Mads Mikkelsen to front its newest campaign, offering a fresh take on the classic Negroni at the 78th Cannes Film Festival.

Developed by AKQA and directed by acclaimed Danish filmmaker Martin Werner, the commercial features Mikkelsen as a bartender in a Campari-themed bar. A man walks in and orders a Negroni. Mikkelsen begins crafting the drink with great care, but just as he’s meant to serve it, he takes a sip instead, prompting an irritated “Cut!” from the director off-screen, who also reminds him that, according to the script, he’s supposed to hand it over or slide it across the bar.

Mikkelsen playfully defends himself, arguing that he feels attached to the drink after spending two minutes making it.

The Danish actor has come up with the Mads Negroni, his own twist on the timeless cocktail, created exclusively for Campari.

One of the most dazzling soirées on the Croisette, Campari’s headline event at the 78th Cannes Film Festival. attracted a host of celebrities, including Barbara Palvin, Dylan Sprouse, Helena Christensen, Lucien Laviscount, Sabrina Elba, Maria Pedraza, Shanina Shaik, Grace Elizabeth, and Claire Holt.