Carlton Draught brings freshness to life in new ’46ers’ spot via Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and Carlton United Breweries (CUB) have today launched Carlton Draught’s new ’46ers’ campaign, bringing the iconic beer back to TV screens after a five year hiatus.
In Australia, a fresh keg of Carlton Draught is changed every 46 seconds, making it Australia’s freshest tap beer. This insight led to the development of the ’46ers’ campaign, a celebration in true Carlton Draught style – of the beer’s freshness credentials, complete with a brewery fresh team of five vintage keg changing superstars.
Says Tim Ovadia, head of classic brands at Carlton United Breweries: “It says Brewery Fresh on our label and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers. The fact that in Australia we turn over a keg every 46 seconds means that our beer tastes just like it does straight from the tank at the brewery.
“Clemenger have done a great job of bringing to life this freshness proof point with classic Carlton Draught humour and irreverence” he said. “I think that our drinkers like the fact that although we’re serious about delivering them fresh draught beer, we don’t take ourselves too seriously as a brand.
“Communicating rational messages doesn’t need to be boring, if it is, people switch off and you’ve wasted your money.”
Says Richard Williams and Antony Phillips, creative director, Clemenger BBDO Melbourne: “After spending the last few years on the side lines, it’s exciting to once again be developing work for Australia’s freshest tap beer, Carlton Draught.”
The campaign launched with a 60″ TVC premiering on Channel Seven’s The Front Bar and will run throughout the AFL Grand Final coverage on Saturday, 30th September. Carlton Draught is the official beer of the AFL and this partnership is the longest standing sports sponsorship in the world.
The campaign will also see 90″, 30″, 15″ and 6″ films, off and on premise activity and behind-the-scenes footage from the shoot distributed across Carlton Draught’s social channels.
Client: Carlton and United Breweries
VP marketing for APAC: Richard Oppy
Head of Classic Brands: Tim Ovadia
Senior Marketing Manager: Sian Sullivan
Brand Manager: Corrie Paolini
Agency: Clemenger BBDO Melbourne
Production Company: FINCH
Director: Brian Aldrich
DOP/Cinematographer: Germain McMicking
Producer: Marge McInnes/ Kate Merrin
Executive Producer: Corey Esse
Post Production: FINCH/The Butchery
Editor: Micheal Lutman
Special/ isual effects/CG: Andy Timms and Ivan la Rosa
Flame artist: Quade Biddle, Jonathan Wendt, Jonathan Hairman
VFX set supervisor: Jamie Scott
Colourist: Martin Greet
Sound: Flagstaff
Sound Engineer: Paul Lecouter
Music Production: Level Two Music
Music Composer: Electric Dreams
16 Comments
The line sounds like a prop but is fantastic.
That has to be the most powerful insight Carlton has used over its great history of creative expertise.
Oh my.
The hiatus from TV post this will be longer than 5years is my guess.
Surely the team working on this have had better ideas over this period. Maybe the pressure of the past is to big.
There is no idea here. Sub standard beverage advertising at best.
Goodnight Clems. Bring on the Fluffy Monkey.
Cue the Clems and Carlton posts
Where did all the creative’s names go?
Please post you latest work, Kev.
That’s the worst work I’ve seen for CD ever…EVER!
Doesn’t even make sense, is a keg changed every 45 seconds or did it only take 45 seconds to change one?
What did I just watch? No idea. And the american accent. When money can’t buy class. Or an idea.
No need for creatives when you dust of an idea that has been on the shelf for a few years. Even the main talent spinning the pot looks like an old Vic Bitter commercial actor they have dusted off. Looks like a poor mans will Ferrell rip off poorly produced.
Scraping the bottom of the barrel here.
Who cares. A bit of beer entertainment. Hopefully this is the start beer ads back on screen.
That’s just not very good.
That’s just not very good.
Better than any of the other recent beer ads. Some dumb fun.
Great ad for Southern Comfort..uhh I mean Heineken..sorry I mean Canadian Club… whoops I mean Hahn I mean… fuck it’s Mount Franklin… oh
Nah, none of you whingers have probably ever made a beer ad.
They’re really, really, fun to work work on.
So off you all fuck then.
nah
The point is to sell beer, not to have fun working on the gig
But… but… it’s changed every 46 seconds. But it took 46 seconds to change. My mind hurts.
How long until CUB brief The Monkeys?
Like the charade that was Patts to Clems me tinks dat horse has bolted.
With creative like this I hope that horse is faster than Winx