Carlton & United Breweries launches The Pub Reopening Ceremony via Clems BBDO Melbourne
Carlton & United Breweries and Clemenger BBDO Melbourne have launched The Pub Reopening Ceremony, an epic pub crawl that is travelling to pubs across the country to help support them as they re-open.
The relay kicked off at Melbourne’s spiritual home of beer – the CUB Brewery in Abbotsford – where CEO Peter Filipovic, dressed in a beer-inspired tracksuit, lit the custom-made Tap Torch.
Filipovic officially passed the torch to comedian Mick Molloy who delivered it to Channel Seven’s The Front Bar, before the torch made its way to iconic Melbourne pub, The Espy, for the official first stop of the tour.
A team of official Tap Torch ambassadors are joining the campaign as it travels across the country throughout the three-week tour.
Beer will flow at events held at every stop, encouraging Aussies to get down to support their local pub after months of severe restrictions that have left many pubs struggling to survive.
The initiative is an extension of CUB’s For The Love of Your Local campaign, which aims to raise $2 million for pubs across the country to aid in the recovery of Australia’s pub industry.
Filipovic said that as restrictions continued to ease across the country, now more than ever we need to encourage Australians to head back to the pub to support their local: “We’re thrilled that pubs are beginning to re-open across the country, and what better way to celebrate than with an official re-opening ceremony and a national pub crawl. We hope that this campaign helps shine a spotlight on the brilliant pubs across the country and encourages Australians to head back to their local and support the pubs that are at the heart of their communities.”
Says Evan Roberts, executive creative director, Clemenger BBDO Melbourne: “This country has been through the full gamut of emotions over the last few months. But now it’s time to celebrate and to help out our locals by enjoying a fresh one straight from the tap.”
People can find more about The Pub Reopening Ceremony and 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.
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
Events & Activation: Clemenger Activation
PR: Clemenger PR
33 Comments
Maybe get Andy Flemming to write your next ad.
It’s not an ad you bellend
Still unfunny for whatever it’s supposed to be.
I don’t know where the blame lies, nor do I care. But what ha happened to great work in this category? Nobody is doing it. This is a worthy cause but is poorly executed, and the idea is very first thought. Is it the clients that aren’t buying? I cant tell you one piece of work that would be loved by everyone in the last 5 years. It is all boring tripe.
The recent Furphy stuff was good.
Quiet, Thinkerbelles.
Yes, if anyone under the age of 55 actually knew what the word ‘furphy me meant.
furphy
/ˈfəːfi/
Learn to pronounce
nounINFORMAL•AUSTRALIAN
a rumour or story, especially one that is untrue or absurd.
“I remembered the schoolyard furphies about sewer gangs”
For anyone wondering.
dressing up the return of the pub as a socially exciting prospect is a little over the top.
Lets all rush off to the pub so we can sit eight to a room and hand sanitise til our palms are devoid of prints. Id rather drink at home.
looks like a nice idea tragically lost in feedback loops
A good idea. Awful production.
You’d rather drink at home? really? well you are definitely not in the majority there. Literally everyone I know cannot wait to get out of the house and regain some semblance of normality, and a big part of that is the ability to social over a drink.
Now, I am not saying this campaign is any good in terms of execution (it’s clearly not), but the truth on which it is built? Absolutely spot on.
Anyone have gum to remove the taste of vomit from my mouth. Or in beer talk, looks and tastes like Carlton ICE.
Because they printed and purchased some flags doesn’t mean it’s Production, but I commend the kids who shot their iPhone and cut it on iMovie Apple would be proud. But they’d never use it. Actually I’m pretty sure that they’d pay money to hide that BIG SOCIAL CONTENT NON AD.
I gave it the benefit of doubt when Carlton and Clems used a similar line to that of an old Tooheys campaign – ‘for the love of beer’. But now they’ve gone an done an identical idea from that same Tooheys campaign – The Beer Relay.
Look it up. Coincidence no longer. Shameless.
Great idea. Couldn’t have been more poorly executed.
I bet the director was begging & pleading to be given some dialogue.
In fact, since they couldn’t afford Andy Flemming they could have asked Mick to write his own line …something…anything.
I also really wanted to like this. The idea is great. Everything else looks like something the client wrote.
yep great idea, very poor production & execution…
Not funny Jan.
Did the client social media guy shoot this?
To anyone who makes work right now. Keep hustling
Maybe, just maybe, one day I’ll jackhammer through the granite ceiling at CUB to become a woman worthy of standing on a dias.
Once the home of “The Great Aussie Ad”, Australian beer advertising has systematically gone downhill in the last 10 years. A decade! Just one quick Google search will reveal the last great beer ads were done ten years (or more) ago. Australia’s favourite drink deserves so much better, but if the marketing departments of the major breweries in Oz don’t lead the way, then no one will follow! Meanwhile beer ads all over the world get better and better (Dilly Dilly anyone?) while ours languish in a no-mans land of sales promotions, activations and half-arsed stunts. Like really, who wants a beer? I’m sure many Aussie agencies will say “no thanks”, as no great work seems to be seeing the light of day. What happened?
really like the idea. terrible execution. sorry kathy.
Advertising is 80% idea, but also 80% execution. This is neither.
Isn’t it obvious? CUB have mandated everything be shot using their in house capabilities, which sucks and and will put a low ceiling on anything Clems comes up with. Weird as abinbev isn’t doing this globally, so it’s just another nail in the coffin of our industry. But yes agree the parallels with toohey’s isn’t a good look (and geez just compare the budgets/production!), and the writing is weak. Is it supposed to be funny? A “wry smile”? Also look at all those white males. Go straya!
This is atrocious and a wasted opportunity. Was waiting for anything amusing to happen.
If the agency took any inspiration from this Irish sketch piece https://www.youtube.com/watch?v=EOOwc8iTQxM then it could have been gold.
@Look a bit closer
Was this a paid piece of commercial work to promote a product or service? Then it was an ad you peanut. Please go back to the dictionary and type in advertisement. Then give yourself an uppercut for being a peanut.
I was just thinking the same thing.
This was clearly produced by their in house agency, and along with everything else that CUBHouse have produced, it is an embarrassment.
How much must it suck to have your clever ideas brought to life by a bunch of amateurs who clearly got their roles inhouse because they couldn’t cut it at a real agency.
The reality you (may) Find when 15 per cent of your holding Group are fired next week. Wake up mupper
Did Clems think no one would notice?
The Beer Relay was done by Saatchis many years ago under the ‘For the Love of Beer’ campaign. It won a few gongs.
https://vimeo.com/4406336
https://youtu.be/EoTtrlvipYg
https://youtu.be/PCv60lEf_Po
https://youtu.be/dZGxynRg2eQ
Etc
The opening ceremony for white Australia.
Feels like an internal staff video that they then decided to run publicly… maybe it was?