Does the Heineken ad improve sales for Carlsberg?

The Heineken 'walk in closet' ad is interesting. I like the creative idea a lot but I'm not so sure of the strategy behind it. Personally I find the execution to be so 'Carlsberg' so I'm pretty convinced that it actually helps to promote Carlsberg rather than Heineken... I have also done some small-scale research with my family and friends and... they all say that the 'closet' ad is all about Carlsberg and that they love it! Hmmm... I'm not sure if the Heineken brand team would be too pleased.