Second Steven Seagal spot ‘Snake’ released in the ‘Legends of the Dry’ 3 min movie competition
UPDATED: The second of the Steven Seagal spots for Carlton Dry was launched over the weekend. Like the sausage spot, ‘Snake’ can be viewed on the Legends of the Dry website:
On Sunday night, Carlton Dry aired the first TVC from the ‘Legends of the Dry’ campaign starring action-hero Steven Seagal. The new campaign, via Clemenger BBDO Melbourne, is all about those stories that you tell your mates over a beer, the funny, exciting stuff that gets better the more times you tell it.
The interactive campaign sees Seagal challenge Aussies to enter the ‘Legends of the Dry’ promotion, promising the chance for one winner to have the Hollywood star play them and tell their story in the next Carlton Dry TVC. Carlton Dry will re-create the winner’s story as a three minute online film with Steven Seagal playing the part of the winner. The film will also be cut into a 30 second TVC ‘movie trailer’ and aired on Australian TV.
Carlton Dry will fly the winner and three mates to LA and have it made into a 3 minute movie, with the winner’s role played by Steven Seagal. That movie will then be released online and previewed on national TV.
“‘Legends of the Dry’ has big shoes to fill, following on from the award-winning ‘Dry Dreams’ campaign which featured across Australia last year,” said Vincent Ruiu, Carlton group marketing manager. “Many of us grew up watching action films, imagining ourselves in the lead role. Carlton Dry has turned the tables by giving people the chance to have a genuine action hero play them in a movie about their own lives.”
“The campaign draws inspiration from the fact that we all have one brilliant story we like to share with our mates over a beer. The kind of story that gets better the more you tell it. This year we’re breaking new ground by giving Aussies the chance to have action-movie legend Steven Seagal play them in a short film depicting that great story.”
The first TVC, which aired Sunday, features Seagal at home tending to his barbeque, introducing the ‘Legends of the Dry’ campaign. His humble surrounds disguise his action- man status, which bursts onto the screen as he takes a bite out of a sausage before it’s launched over his shoulder and explodes in the garden behind him.
The second TVC, set to air during the first day of The Ashes this Thursday 25th November, features Seagal buried up to his neck in sand, at the mercy of a snake slithering slowly towards him. Seagal uses his trademark ‘action stare’ to warn the snake off, whilst discussing the details of the ‘Legends of the Dry’ promotion.
The TVCs, directed by Brendan Gibbons via Curious Film, were both shot on location in Vancouver, Canada where Seagal is currently filming a movie. The campaign will also include two 30 second radio spots as well as a presence online and through social media.
To enter the ‘Legends of the Dry’ promotion, Australians need to submit their best story to: www.carltondry.com.au The competition runs from 21st November 2010 through to 28th February 2011.
One story will be chosen and the winner flown to North America with three mates and $4,000 spending money for the filming of the short film.
“All guys have their stories,” said Ant Keogh, Executive Creative Director, Clemenger BBDO Melbourne. “Those stories can only get better with the Steven Segal treatment.”
Agency: Clemenger BBDO, Melbourne
Executive Creative Director: Ant Keogh
Creative Team: Seymour Pope & Luke Thompson
Senior TV Producer: Sevda Cemo
Group Account Director: Glenn Maddocks
Account Manager: Elizabeth Bierre
Director: Brendan Gibbons
Executive Producer: Matt Noonan
Producer: Tara Riddel
Production Company: Curious Film
DoP/Cinematographer: Jeffrey Kimball
Editors: Matthew Richards – Cycle Media – Canada and Jack Hutchings – The Butchery – Australia
Sound Designer/Engineer: Paul Lecouter
Sound House: Flagstaff Studios
Online Operator: Eugene Richards
Post Production: Digital Pictures
Interactive Director: Tommy McCubbin
Senior Interactive Designer: Calvin Teoh
Senior Interactive Producer: Travis Linton
Digital Development: Monkii
Client:
Carlton & United Breweries
Marketing Director: Peter Sinclair
Group Marketing Manager: Vincent Ruiu
Senior Brand Manager: Mick McKeown
Assistant Brand Manager: Kellie McCallum
70 Comments
Nice idea Carlton Dry.
Seen a similar idea in the States a couple of years back. I’ll dig it up.
It’s all just gone and gone all corporate and crap again.
This is a classic new media ‘user generated’ ad concept, exactly the same as the one Clems just shat out for Doritos but with the added bonus of a bigger budget.
With Droga5 making shit apps and this, the beer market’s suddenly taken a dire turn.
Didn’t Seagal get in trouble for molesting, slavery or something? He had a TV show canceled in the States because of it. Seems an odd fit for an alcohol brand.
Very familiar.
No creative idea, just get a celeb who’s having his 5 minutes of ‘Chuck Norris’ time.
Best non-cash prize ever? Love it.
9:47
No.
‘On April 12, 2010, 23-year-old Kayden Nguyen, filed a lawsuit against Seagal in Los Angeles Country Superior Court claiming sexual harassment, illegal trafficking of females for sex, failure to prevent sexual harassment, retaliation, wrongful termination, and false representation about employment,[29][30] that specified damages exceeding one million dollars’
Dry.
His hair gets better every time I see him.
Imagine how good this would have been 20 years ago.
When Seagal was in his prime.
Nice angle though, nothing wrong with UGC. The knob who said it’s the same as Doritos better get used to it, because it’s just the way.
Complaining that UGC is old hat would be like crying ‘this TVC stuff has already been done!’ after the 7th ever TVC came out.
It’s pretty crap, and gee he’s fat. Hair does look hilarious too (as does skin colour).
Looks like he could hardly move enough to fulfill the tough guy role. Apparently his albums are very underrated musically.
Well, I liked it.
Funny, even if SS looks stiff, fat, orange and ridiculous.
Funny stuff. Well done boys. Love the exploding snag.
Fuck that’s funny. He is ridiculous. Brilliant.
There’s only two things stopping you, fear and common sense:
http://www.youtube.com/watch?v=YMu2xNBpyQc
The website / art direction looks really bad. Who designed the site? Terrible.
nice work luke & co
http://www.youtube.com/watch?v=qDDUJnYdGmo&feature=related
I wouldn’t fuck with him. He’ll hunt you down and break your arm.
Can Seymour be the bad guy in my story? I want to see him fight Seagal.
Nice Luke.
You don’t bring a knife to a gun fight… unless you’re Steven Segal.
This is awesome. Well done guys, the punters will love it.
is there a way to watch this outside of Australia?
Now we’re talkin
Pretty funny. But man, Seagal’s got his pervert voice on in the radio. Hilarious – but not in a good way.
I DUG IT
fun idea. can’t wait to see what comes of it.
Nice one. i have a good story from madi gras
This is a campaign that blokes who buy beer will SERIOUSLY fucking love. It’s funny, it’s absurd and it’s based on a great insight. Well done to all of you that made this happen.
Forget Norris. give me Seagal and make something good. make a little Machete
love it, but now I hate you
This made me laugh.
I was a martial arts nerd that turned into a beer lover..
Great to see the two together.
Grouseness to the power of Awesome!
Not too shabby and a nice prize. I’m in for it. Just goes to show that the other Dry takes itself too seriously.
Great idea, can’t wait to see the movie.
If this is corporate crap, I have to say I like it. its still better than most of the beer stuff out there.
For the record the civil (there was never a criminal case) against Steven Seagal has been dismissed. And he is doing a second series of ‘Lawman’ this time set in Arizona. So don’t diss my dad ‘Bob’ and Nov 21 11:07pm – ’cause you don’t know what you’re talking about. Check out the old man coaching the UFC middle weight champion Anderson Silva. He isn’t as lithe as he was but he’d still mess up any creative department.
http://www.youtube.com/watch?v=FaVDFW_o1cA&feature=related
It’s worth remembering Silva’s 6.2.
the deeper you get into the world of Seagal the funnier it gets:
http://www.stevenseagal.com/
Yeah, 3:31, but he can’t spell unparalleled. Not that I’d tell him.
Its good to be the king of Tibetan Goji Berries:
http://www.youtube.com/watch?v=IId64OJdCKM&feature=player_embedded
It’s funny that those who write stupid comments on this blog are accused of being interns, juniors or award school grads. Yet it’s clear from many of the comments here that the individuals writing comments today are just really old out of touch fools so far removed from the target market that they can’t understand this idea or simply so quick to judge that they fail to take it in.
Stick to selling jelly to old folks gents.
its pretty funny, I like it.
what seagull?
Why is Steven Segal wearing a Steven Segal mask in the ad?
Still funny and still a great idea. I only hope there is more of these ads to come and the movie does this idea justice.
Now that is good
I have to hand it to you. These are actually funny.
Me gusta amigo
utter fart waft.
Sorry but you cannot view this content from outside Australia.
And you call this a website?
I’m sorry, but his wouldn’t have been funny 20 years ago.
chuck norris would have hit the mark so much better
Well done clems. A funny and entertaining campaign for a promo. Whilst all the dicks don’t appreciate it, the level of difficulty on this one is enoumous. (A) getting to get the client to buy into this (B) Getting him to say yes. Seagal is such a smug fuck. I love him. Sorry haters, I think this is brilliant.
I meant to say that this wouldn’t have been funny 20 years ago – which is why its funny now. I’m not hater. I agree its brilliant.
Seagal’s craz and over the edge. Norris is just an actor. That’s what makes the idea genius.
Awesome
Segal vs Norris vs Bruce Lee vs Van Dam, use all 4 in a beer ad, and I’ll buy 10 cases a day..
Yeah in a perfect world this could be a fun thing for people to enter. But in the real world with legals it kind of sucks. In the how to enter it says tell us anything but…..
Sorry but no:
– Nudity
– Excessive drinking (you can have a couple)
– Racism or discrimination
– Swearing – keep it PG rated
– Dangerous or hazardous activity
– Stuff that’s illegal
Because we’ll have to reject it.
Pretty much every funny story I have is out. Oh wait me as Seagal going to library and get slapped with a massive late fee.. DAMN..
2.01… Is that the same excuse you’re using for not writing anything great in Advertising? Same rules Douche
Rob, you are illiterate – in addition to moronic.
What… so the promo vids can use dangerous and hazardous activities (buried up to his neck next to a cobra snake and exploding sausages) but your 3 min film can’t?
How are you supposed to make something with Seagal that DOESN’T contain dangerous and hazardous activities??
Fucking lawyers.
Undifferentiated beer. Will be forgotten and dead in two years regardless of how much they spend on the ad.
This is why I drink it. Good stuff.
How can we see these outside of Australia? Can someone please post a link?
http://www.bestadsontv.com/ad/32952/Carlton-Dry-Snake
why is Steven Segal so awesome if he’s stuck in the ground. What a douche
these are funny as all fuck
when’s the film out?
God anonymous failed creatives are pussies.
Great work guys, this is awesome stuff.
“Carlton Dry, the only thing dryer than this garbage is sitting through one of my films” — Steven Seagal