Clems creates mini-film for Carlton Dry starring Steven Seagal as contest winner Paul Weiland
CUB’s fastest growing beer*, Carlton Dry, has taken one ordinary Aussie’s everyday beer story and remade it into an action-packed, three-minute, mini-blockbuster starring martial arts legend Steven Seagal.
From Wednesday, the 30 second trailer and three-minute short film will be launched exclusively on the Carlton Dry Facebook page. The launch of the short film is the final instalment of the six month ‘Legends of the Dry’ campaign created by Clemenger BBDO Melbourne.
The first phase of the innovative campaign featured action-hero StevenSeagal challenging Aussies to enter the ‘Legends of the Dry’ promotion,promising the chance for one winner to have the Hollywood star playthem and tell their story as a short mini-blockbuster.
The Carlton Dry team read through the submitted stories, selecting their favourite to be transformed into the Seagal short film.
“Thewinning story, which we’ve entitled, Sheep Impact, brought togetherthree likely ingredients, a road trip with mates, a BBQ, and a hotgirl, but threw in a sheep for good measure,” said Vincent Ruiu,Carlton group marketing manager.
Paul Weiland’s winning storyhas been made into a short action film with Seagal playing the part ofPaul. The couple were flown to North America to help with the filmingwhere they met Steven Seagal on set.
“We wanted Aussies tosubmit their favourite, ‘over a beer’ stories. The funny, excitingstuff that gets better the more times you tell it. Paul’s storydefinitely fits the bill. No matter how many times he tells it over abeer, it always gets a laugh. It was the first time Paul and his wifehad ever gone overseas so we were stoked to have them win,” continuedRuiu.
Carlton Dry is a refreshing, easy drinking dry lagerbrewed to have a smooth crisp finish, with lower carbohydrates. It isCUB’s fastest growing beer, experiencing phenomenal growth in the past12 months. ‘Legends of the Dry’ follows on from the award-winning ‘DryDreams’ campaign, which featured across Australia last year.
Credits:
Executive Creative Director: Ant Keogh
Creative team: Seymour Pope & Luke Thompson
Senior TV Producer: Sevda Cemo
Senior Print Producer: Mary Darzi
Group Account Director: Glenn Maddocks
Account Management Team: Nick Cohen & Brendan Taylor
Director: Brendan Gibbons
Designer/Typography: Simon Redwood
Strategic Planner: Michael Derepas & Sam Mackisack
Producer: Tara Riddel
Production Company: Curious Films
DOP/Cinematographer: Darko Suvak
Editor: Luke Haigh (Curious Film), Nick Lofting (Jump)
Flame Artist: Nathan Mallon
Music Production Company: Level Two Music
Sound Designer/Engineer: Paul Lecouter
Sound House: Flagstaff Studios
Post Production: Hub Plus Melbourne
Client: Carlton & United Breweries
Marketing Director: Paul Donaldson
Group Marketing Manager: Vincent Ruiu
Senior Brand Manager: Mick McKeown
Assistant Brand Manager: Kellie McCallum
*Nielsen Scantrack Liquor volume + -YA MAT FEB 2011.
36 Comments
credits?
Nice.
That was engaging and funny. Great stuff again from BBDO Melbourne.
that is the worst
I want that 4 minutes and 24 seconds of my life back.
What a waste of Seagal.
Geeze he’s massive.
Another fucking short film.
Infinitely watchable. Well done.
Nearly good.
What a waste of Seagal indeed.
I’m into it.
Well done.
Seagal really is one of the worst actors ever to make it onto the screen. They should have gone with Chuck Norris and delivered some real credibility
Bloody funny. Well done guys.
That’s pretty funny, that is.
Nice work, fellas. Made me chortle.
Fark if that’s the best story I’d hate to have read the others. What a waste of a brilliant idea.
Pissed myself. Love it.
Are those wide shots where he’s running a stunt double? He’s MASSIVE. And looks pretty nimble in some them shots.
Goooooood shit. Great Promotion idea – backed up with a ridiculous, piss-take execution that beer swilling youf will fucken love. The short film coulda ended up bad, but the artistic license that was obviously taken, paid off.
More importantly, who’s the blonde?
Nice work again BBDO…
Loved it. Well done.
must have not had any talent money left after seagal.
the others are woeful.
The blondie is smoking!!!!!!!!!!!
4.42 The others are woeful? They’re not as bad as Segal – he’s always been shocking. But who cares about that.
Great idea, good creative license taken. Success. Well done.
Great work Luke.
More self indulgent rubbish from typical ad wankers
I liked this idea initially and was looking forward to watching the film – but I’m disappointed with the execution. The dodgy acting, production, and some very old jokes in the script left me feeling cold. Sorry. Just my honest opinion.
definate body double in the running shot…..
wicked. great work
Great campaign from beginning to end.
Well done.
5:23
seagal is allowed to be shocking but everyone else shouldn’t be. if they were then the joke would have carried over the entire running time.
“who cares about that?”
did you mean casting? not enough people in this industry.
Hot stuff.
Love the behind the scenes. Looks like fun.
WTF? He talks to animals? Awesome. That’s funny.
That’s a hot blonde. I couldn’t complain about the talent.