GPY&R’s Carlton Draught ‘Big Ad’ voted best beer commercial of last 15 years in The One Club poll – James Boag’s ‘Pure Waters’ spot voted #4
Australia’s Carlton Draught ‘Big Ad’ via George Patterson Y&R, Melbourne has been voted the best beer commercial of the last 15 years, announced at The One Club in New York last night.
Winners were chosen by viewers from a list of 32 Pencil and Merit winners on The One Club website.
“Big Ad” won a Gold Pencil at the 2006 One Show and is one of the most celebrated commercials in the world, also winning a Gold Lion – and almost the Cannes Grand Prix in the same year, beaten by #3 ranked Guinness “Noitulove” via AMV BBDO/London.
In second place was the iconic “Wassup?” commercial for Budweiser from DDB Chicago, which also won a Gold Pencil in 2000. The spot, which first appeared late in 1999, became a cultural phenomenon and sparked a number of follow-up commercials for the brand.
The James Boag’s ‘Pure Waters’ spot for Lion Nathan, via Publicis Mojo, Sydney came in at #4, with DB ‘Tiger – Taste in this life’ via Saatchi & Saatchi New Zealand voted #9.
The Top 10:
1. “Big Ad” for Carlton Draught – George Patterson Y&R/Melbourne (2006)
2. “Wassup?” for Budweiser – DDB/Chicago (2000)
3. “Noitulove” for Guinness – AMV BBDO/London (2006)
4. “Pure Waters” for Lion Nathan – Publicis Mojo/Sydney (2010)
5. “Surfers” for Guinness – AMV BBDO/London (2000)
6. “Dude” for Bud Light – DDB/Chicago (2008)
7. “Rollerblading” for Dos Equis – Euro RSCG/New York (2009)
8. “Jai Alai” for Dos Equis – Euro RSCG/New York (2010)
9. “Tiger – Taste in this Life” for DB Brewery – Saatchi & Saatchi/Auckland (2007)
10. “Mr. Really, Really, Really Bad Dancer” for Bud Light – DDB/Chicago (2004)
The Top Beer Commercials feature attracted over 17,000 views online over the course of a month on The One Club website. The spots are available for viewing at www.oneclub.org.
Follow The One Club on Twitter at: www.twitter.com/OneShow
9 Comments
hmm. Wasn’t GPY&Y, it was GP Partners at the time. And can we not stop thinking about the last 15 years? Another vote: why? Ahhh forget it. I’ve got work to do.
i wish i was involved in any of these. Good to see Australia made it twice in the rankings. To all involved, well done.
Pure waters takes the cake for me as it’s at least loosely based on a feature of the product. Not to discredit the big ad though.
Pete & Paul rule!
Australia do good beer ads true, but maybe they have had to evolve like that because the beer tastes so terrible?
Also at £30 a crate UK price compared to UK price of £12-£15 a crate, it’s no wonder the companies have better budgets too.
Huge effort. Go you aussies. Also love the ‘rollerblading’ spot for Dos Equis. On a side note – reckon it cost less than a beer to make.
Surfer only number 5! Bah.
Depends on what you’re judging on.
Big Ad was one big ad. Not part of a campaign, not really. Not based on anything at all really. Could have had any logo whacked on the end, for any beer, or any product.
That doesn’t diminish its cut through, but in terms of its place in advertising history, even just the last 15 years, I can’t see how it gets to rate so high. Not exactly “Think Small” is it? Wassup was a real campaign idea (albeit lifted direct from a short film, but then Big ad was lifted straight from an old British Airways ad), while Pure Waters was both a campaign and an ad built on real beer values that were – or could be claimed to be – unique to the product. That’s what I’d consider creating genuinely great advertising, as opposed to creating a genuinely great ad.
That said, I’d still be bloody happy to get any kind of great idea on air, no matter how uncampaignable and irrelevant it was.
For me, the two Guinness ads – devolution and surfers – show us what genuinely great ads look like. Two genuinely brilliant but totally different commercials that are absolutely wedded to the brand and the brand promise. These are ads that could not be made for any other beer. How many of the other ads in the ten could you say that about?