Carlton & United Breweries shines a light on Australia’s pubs and clubs in new campaign via Clemenger BBDO Melbourne
Carlton & United Breweries has today launched a new campaign via Clemenger BBDO Melbourne, that aims to support Australia’s pubs and clubs by shining a spotlight on all the things we love about the pub.
Following a significant period of uncertainty and lockdowns across the country, the campaign has been developed to remind Australians of what they’ve missed from the pubs that often serve as the heart of their communities.
The launch film has been developed using stills of iconic Australian pubs taken locally and from the archives of leading photographers including Josh Robenstone, Amanda Fordyce and Lyne Burdekin, with the film narrated by Melbourne poet and writer, Fleassy Malay.
Says Brian Phan, general manager, marketing, Carlton & United Breweries: “After the significant adversity the industry has faced over the past 18 months, we wanted to help remind Australians of how great the pub is, and ensure we’re all ready to support our local when we’re able to.
“This campaign is a small display of our admiration for Australia’s pubs and clubs, and the people who make them what they are.”
Says Scott Balalas, general manager, Clemenger BBDO Melbourne: “The pub, the local, the front bar or the rubbity – no matter what you call it, we all know how important pubs are to us and to the communities we live in.
“This film is an homage to the pubs, to the people that frequent them, to those that own them, run them, and to every memory that has filled them. It’s also a reminder to get back to the pub for a pot and a parma – or whatever you consider the ideal pub experience – as soon as you can. It’s time to support our locals and fill them with some new memories!”
The campaign is currently rolling out nationally across TV, VOD and social.
Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
Head of Classic Brands: Hayden Turner
Marketing Manager: Stephen McWilliams
Assistant Brand Manager: Sophia O’Beirne
Creative: Clemenger BBDO Melbourne
Media: CUBhouse and PHD
Production:
Photographer: Josh Robenstone
Photographer: Amanda Fordyce
Photographer: Lynn Burdekin
Photographer: Jaz Meadows
Editor: Finish
Editors: Sam Coates & Jen Cahir
Consultant: Nathan Christoffel
Music Production: Electric Dreams
Producer: Leyla Varela
Composer: Gus Franklin
Sound House: Squeak E Clean / Electric Dreams
30 Comments
Facebook VO rip off.
Nope.
Could you rip off Hava’s ‘Long Live the Local’ any harder?
This is shameful.
https://www.youtube.com/watch?v=kqOdi6KIgBk
Guys we didn’t want to rip off long live the local we reference god made a farmer.
https://vimeo.com/211256359
Wanted that VO to be British so bad
Well written, pretty simple. Feel like a beer.
A good reminder to enjoy a real locally-owned beer when we’re allowed back at our local.
Out walking around lunchtime today and found myself on Military Road.There it was, The Oaks.The beer garden.That big bloody tree.But no steaks.No schooners.No laughter.
Worse the sun was out.
And then I saw this spot on CB when I got home.
Got me.
Wow.
Wow. You even ripped off the slight movement in some of the images that Ram did.
For shame.
For reference: https://www.youtube.com/watch?v=AMpZ0TGjbWE
Truly don’t get that little detail. The ad is fine. But why have a Pom tell us we need to get back to the pub?
Because otherwise, you may not go. Simples.
well written
I’m left wondering if a male VO would have been better; give the communication more strength and impact.
Just going to repeat this back to you:
“I’m left wondering if a male VO would have been better; give the communication more strength and impact.”
“more strength and impact.”
Stay anonymous please. I don’t think any of us want to know which of our colleagues sadly thinks like this.
I love this ad.
No not the VB one.
The original BBH London one they stole it from.
https://youtu.be/_N9–e0GDJk
The VO really ruins it
Is there anything more pretentious than a manifesto ad? Can we just let them die off please. This might as well be a Medibank spot.
Medibank does cirrhosis
Crawl back to 1950 would ya
Why is there such an obsessive, and I would say misplaced, focus on originality in this industry?
Shouldn’t the question be whether this piece connects and motivates? The fact that there are other odes that use similar visual styles etc. to me isn’t really the point.
There are countless works of art that are brilliant that share attributes with other works of art.
Hey, look. That painting has a woman’s face it in. I once saw another painting that also had a woman’s face in it. It also had similar colours…
Big deal. They can both still connect and elicit powerful and relevant emotional responses.
I liked this ad
urgh, awful sound mix and choices…doesn’t help one bit
And more of an ode. Still formulaic and familiar though.
100% agreed JaseR. This comment section is a great indicator of why so many ads in Australia are total dog shit. This is not one of those ads.
Do we really need to be reminded that we miss the pub?
It’s not like a brand that hopes people will remember it after this nightmare ends.
I’m sure I’m not the only one who won’t need incentivisation to make it the first stop after lockdown.
It’s sad that you think being original isn’t an important part of an industry that calls itself creative.
I reckon it’s sad that you think because someone once used a montage of stills over poetry, that that technique can never be used again. As JaseR said, it’s about eliciting an emotional response. Some of us miss the pub, this resonates with that feeling and reminds us what we’ve got to look forward to.
You think anyone outside of the industry is going to remember some random Superbowl spot from 8 years ago and decide that this ad is a shitty copy and therefore not worthy of their attention? C’mon.
Haters gonna hate, I guess.
Looks like someone forget the diversity brief. Only white people going to pubs these days?
We’ve got an original pub joke format called Laugh on Tap where customers scan a QR code on a coaster to view the joke in the pub on their phone, then they can record their own ( very successfully) and flick it back to LoT. If we split our sides we give it the LoT treatment and the local joker wins a free round of beers. Point is, in line with the local theme, the patrons are the heroes..its available to any brewery or pub who wants it.
https://vimeo.com/album/4017559
Not so fun fact….the ozone hotel in dalyston which features in the campaign has been closed for approx 6 years.