Carlton Zero encourages Aussies to rewrite the rules in new campaign via Clemenger BBDO

Carlton & United Breweries’ Carlton Zero zero-alcohol beer has launched a new campaign via Clemenger BBDO Melbourne, encouraging all Australians to ‘Rewrite the Rules’.

A triumphant celebration of the fact that Carlton Zero has zero percent alcohol, the campaign shows drinkers that they are free to rewrite the rules of beer drinking and do all the things they usually couldn’t with a beer in hand.

In turn, the campaign rewrites the tropes and rules of traditional beer advertising. Who better to star than an actor who has been in just about more classic Australian beer ads than anyone else? Once he realises there’s a Carlton Zero in his hand, he joyously does all the things he’s only ever dreamed of doing in a beer ad, like swimming, operating a jackhammer and getting behind the wheel…. of a flaming dragster.

Says Hayden Turner, brand director, Carlton Zero: “We’ve all been in situations where we find ourselves wanting to have a beer but it’s just not appropriate. Carlton Zero gives beer drinkers the freedom to partake in these occasions without having to worry about what comes next. Our TVC embodies this through the guise of the Beer Man, who’s finally free to do all the things he’s been longing for… after having his beer.”

Says Jim Curtis, executive creative director, Clemenger BBDO Melbourne: “For many years this particular actor has graced our screens—drinking beer after beer. So, it was a real honour to help him finally live out his dreams and indulge in activities such as swimming, building and driving. At one point he even drank more than one Carlton Zero at the same time.”

The campaign is supported by OOH, radio, trade and social activities. The TVC was shot by Aussie director Matt Devine.

Listen to the radio:

Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Hayden Turner – Brand Director, Classic
Stephen McWilliams – Marketing Manager, Carlton
Sophia O’Beirne – Assistant Brand Manager, Carlton

Creative agency: Clemenger BBDO Melbourne

Revolver – Production Company
Matt Devine – Director
Lachlan Milne – DOP
Caroline Kruck – Producer
Michael Ritchie – Executive Producer
Pip Smart – Executive Producer
Level Two Music – Music Production
ARC EDIT – Offline Edit
Dan Lee – Editor
Heckler – Grade and Online
Rumble – Sound House
Danny Long Casting – Casting

Media agency: PHD

Social: CUBHouse