Carlton Draught launches an ode to the pub in new campaign via Clemenger BBDO, Melbourne
Carlton & United Breweries’ (CUB) Carlton Draught has launched a rousing ode to Australia’s favourite place, the pub, in the form of a new song titled ‘We Miss the Pub’, via Clemenger BBDO Melbourne and CUBHouse.
Set to the iconic tune of REO Speedwagon’s ‘Can’t Fight this Feeling’, the song details the familiar trials of ‘iso-life’, from the nbn dropping out (again), to Australia’s collective rig being tight from Joe Wicks cardio and missing the taste of burnt cheese, ham and crumbed chicken, culminating in a booming chorus line of ‘I can’t wait to be in the pub again’.
Launching across Carlton Draught’s social channels, the song and music video is a rallying cry to all those who missed the pub, and importantly, a show of support to publicans doing it tough, with the song directing people to the ‘For the Love of Your Local’ program.
People can support their local by visiting loveofyourlocal.com.au and nominating their favourite venue, then buying a pint of CUB beer using their credit card or PayPal account, with the funds going to the venue directly. CUB then matches that support, pint for pint in donated stock after the venue re-opens, making it a win-win for pubs and clubs as well as for beer lovers.
Says Stephen McWilliams, brand manager, Carlton Draught: “As the opening lyrics of the song go, it’s been 60 days but it feels so much longer. Beer drinkers across the country were all waiting for the moment they were allowed back in the pub, and this song perfectly captured the mood of the nation.
Says Ant Phillips, creative director, Clemenger BBDO Melbourne: “Keeping away from friends, family and loved ones hasn’t been easy. But no-one could’ve prepared us for the anguish of staying away from the pub. Hopefully this song excited Australians about their locals re-opening and has helped drive traffic back to those pubs who have been doing it tough.”
The campaign was developed as a collaboration between the Carlton Draught brand team, CUB’s internal agency CUBHouse, with Clemenger BBDO Melbourne developing the concept and lyrics.
Client: CUB
Brian Phan, GM Marketing
Hayden Turner, Brand Director, Classic Beer
Stephen McWilliams, Brand Manager, Carlton Draught
Creative Agency: Clemenger BBDO Melbourne
Production & Social: CUBHouse
44 Comments
hey, I quite liked this.
Nice one.
This is bloody great…. See you all down the pub this arvo’
Absolutely brilliant
Yup. Nailed it.
Love your work Ant !
Hero shot of the beer isn’t ice-cold, frosty or inviting enough.
Lovely spot.
great idea. shame about the execution – ie. lighting, art department…..
Good diversity of casting yet again clemenger and CUB
FFS
If you’ve got only one cast member wouldn’t it be reasonable to make it from the largest group in your target market? If any thought went into that at all.
Yet if you cast an indigenous person you’d be burned at the steak, right?
Perfect.
Nice idea in theory, but was done with after 60 seconds, plus it’s a terrible song. Oh and does anyone actually drink Carlton Draught?
Congrats on making it 60 seconds
Hats off, I laughed. Good bit of fun, and damn don’t we need it right now.
Ace. Best thing to come out of Clems in forever!
This is really good. No doubt it had to be produced under COVID production limitations but that doesn’t matter. We should applaud it. Pity that there always has to be a few anons who feel compelled to dig deep for some unconstructive criticism. Maybe this would be a good time for people in the industry to support each other. Well done, Clems.
Gags about TikTok, NBN and Sourdough feel pretty old by now – plus the song itself was really grating and felt forced.
Jog on knob head.
this is good.
Give this to Mo and Jo and you’d have a great Aussie singalong. This is anything but.
Loved it.
And want to be in that pub again.
Meh,what are you doing in this business?
Enjoyed this. And I like the homemade vibe of the execution. High production value on this would have made it bad.
Loooove it, on point and key. Billy Joel vibe not my thing but appreciate a solid simple idea done in a way that might not be up my Piano Man street but is a great spot.
Boys will be boys and this is talking to boys and boys only because only boys like drinking beer with the boys at the pub with more boys, anything less would suggest boys aren’t boys and that girls may actually like going to the pub for a beer too, and boy we can’t have that. Yeah, the boys.
Men do men stuff women do women stuff, whether its a girls night out on the town or a boys night out. Do skittles advertise to grandmothers with no teeth left, because one old lady in a care home in Brisbane, eats skittles?
” …. I can’t wait for another white man talking about how he has had it tough during covid againnnnn, like his only concern is drinking beer with his sweaty mates againnnnn….”
Amazed this page hasn’t turned green with the jealousy! This is a great ad.
I have to assume the comments above, are from the agencies involved.
Slow and boring.
12 long seconds to get to the first line of the song.
Not punchy and humorous enough to keep entertained.
Made it to 1:04 out of pure determination to not be so negative about it. Failed.
Unfortunately very few outside the industry will bother watching.
Let’s stop whining about how hard lockdown is, especially if you’re a brand.
I’m with you.
Turgid. Laboured. Cliched.
There have been great beer sing-alongs, this isn’t one of them.
This is one of the most boring pieces of work to come out from Australia.
And the above positive comments are either people from the agency or people who don’t know what good work is.
It won’t make the news. It won’t get clicks past a few days. It won’t be watched through to the end.
Man, aren’t you just a little ray of sunshine.
As a former Clems employee who has no particular love the agency I watched this all the way through and thought it was genuinely great. World changing? No. But entertaining and made me really want to be back in the pub? Absolutely.
If you genuinely think this is ‘the most boring pieces of work to come out of Australia’ then I genuinely feel sorry for your colleagues who have to deal with such a talentless, humourless, bitter person on a daily basis.
I don’t mean the ad (although I actually quite enjoyed it), nut this:
‘The campaign was developed as a collaboration between the Carlton Draught brand team, CUB’s internal agency CUBHouse, with Clemenger BBDO Melbourne developing the concept and lyrics.’
So……. CUBHouse pointed a camera at a man sat at a piano then? Quite the collaboration. It’s genuinely hilarious how hard CUB are trying to push their ‘inhouse creative offering’ but the reality is, anything that is decent comes from their agencies, where as the absolute bilge comes from CUBHouse (example number 1 being that truly, cringe worthy, embarrassment of an ad for Carlton Zero they inflicted upon the world recently)
Moderately engaging, but could you watch it again and again? That’s a NO from me.
Cheers, Old CD Guy
What’s happening over at Carlton? This is a great step forward / back to their roots.
Beer ads should be funny with mass appeal and this hits it.
Love you. Yes. Aren’t we all sick of the predominant white young male perspective? Isn’t this what America is is revolt against right now? CUB, your in-house agency need to look beyond the stereo typical audience, or you’ll never grow your market share nor appear relevant to 2020 drinkers.
Most agencies are ignoring the post-viral afterlife and churning outy the same old and occasionally chiming in with a bit of ‘we’re all in this together’ stuff. This video captuirtes today – or the day before yesterday when our pub opened – in spades. You have to love it. Well done Clems, it’s a beauty.
I would encourage all commentators above to compare this to CUB at its best. You’ll find this one sits in one of the lower percentiles. Then compare it the best of the covid era spots. That evaluation should drag it down even lower. If you really like this level of work, then I’d encourage you to get stuck into some recent advertising history. I’m sure you’ll find yourself reappraising any positive review of the above ad. The volunteered ignorance in the comments above is hard to believe, and hopefully not an indication of how far this profession has fallen.
Lovely work. People will always find a reason to bag something. Wish I had this in my book.
You can tell which week of lockdown this was written in. Jokes are a bit eh, but probably still crispy fresh to the middle aged facebook users who wrote it. Next time shoehorn in a bad luck brian reference for a more topical angle. Me Gusta!!
Did anyone order a bag of lighten the fuck up? Anyone? Maybe I have the wrong address…
In 2016, CUB’s Pure Blonde runs an external agency made ad where a “heavy” glass of wine cracks a bar top with its weight.
https://youtu.be/xxcY4qU7T-Q
In 2019, CUB’s in house agency make an ad for Carlton Zero where a “heavy” glass of soft drink cracks a table top with its weight.
https://youtu.be/0fkMgsYloIA
In 2019, CUB’s Carlton Dry runs an external agency made ad where it changes the lyrics to a famous Christmas carol
https://youtu.be/LZVT6JJcXBg
In 2020, CUB’s in house agency make an ad for Carlton Draught where it changes the lyrics to a famous pop song.
Is anyone else seeing a pattern here?
Big ad, slow motion… it’s more a tradition Carlton Draught thing than Carlton Dry.
Nice claim though.
Good solution considering complex shoots are difficult right now. Feels a bit boring and done, but possibly because I’ve been doing this for too long and everything feels a bit boring and done to me. I think it would have benefitted from its own original tune.