Carlton Draught goes Slo Mo for new Made From Beer instalment
Carlton Draught today unveiled the next instalment of its long-running Made from Beer series, with Slow Mo celebrating the cheery ineptitude of beer drinking blokes.
The ad – directed by Paul Middleditch and created by Clemenger BBDO Melbourne – is a replacement for the Tingle campaign which was pulled earlier this year.
http://youtu.be/DtCU43MteYY
Asked about the Tingle disaster, Vincent Ruiu, Carlton’s group marketing manager, told Mumbrella: “We’ve rebooted. This is part six of Made From Beer. I’m super proud of the result. To pick yourself up after that process is a credit to the individuals at the agency and on the team.”
“In this ad we’re back in the pub, back with mates, back with beer and taking the piss out of ourselves.”
One inspiration for the ad was GPY&R’s slo motion Schweppes Burst ad, said Ruiu, who revealed that using the same music had been contemplated, before using Puccini’s Nessun Dorma (None Shall Sleep) with irreverent lyrics.
The lyrics:
Slow motion.
Men in slow motion.
Men look much better in slow motion.
It makes me want to sing quite loud.
Now, now, I want a Carlton Draught, chips and lasagne.
Men in slow mo…
In slow mo…
Slow motion.
Blah blah blah…
Slow motion.
The campaign was shot using Photron SA1 SD high speed cameras, shooting at up to 9000 frames per second to capture moments such as a peanut flying out of a man’s mouth, or the reverberations of a backside landing on a bar stool.
The ads break on TV tomorrow.
Credits:
- Executive Creative Director: Ant Keogh
- Creative Team: Richard Williams and Anthony Phillips
- Senior TV Producer: Sonia von Bibra and Pip Heming
- Group Account Director: Paul McMillan
- Account Director: Mick McKeown
- Account Manager: Phoebe Farquharson
- Director: Paul Middleditch
- Executive Producer: Peter Masterton
- Production Company: Plaza Films
- DOP/Cinematographer: Daniel Ardilly
- Editor: Peter Whitmore – The Editors
- Music Production Company: Level Two Music
- Electric Dreams
- Sound Designer/Engineer: Cornel Wilczek
- Sound House: Electric Dreams
- Client: Carlton & United Breweries
- Marketing Director: Peter Sinclair
- Group Marketing Manager: Vincent Ruiu
- Senior Brand Manager: Richard Oppy
- Assistant Brand Manager: Shencina Formenton
Carlton is also planning a brand activation campaign involving what may be the world’s largest magnatron. The giant skill-tester features a 30 metre crane with an 18 metre base enclosure, which will be filled with $100,000 in prizes, including a Toyota HiLux, a 10 year AFL Grand Final hospitality package and $5,000 cash.
Erected in parkland alongside the MCG, the Magnatron will be used during the AFL Finals series in September and culminate on AFL Grand Final day, on September 25.
Fourteen winners will be selected to take a shot with the magnatron from pack promotions and an on-air radio contest via Austereo.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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topics
ad
Advertising
AFL
agency
austereo
Carlton and United Breweries
Carlton Draught
Clemenger BBDO Melbourne
CUB
Fosters
Made From Beer
Paul Middleditch
tingle
Vincent Ruiu
Link. Don’t. Work.
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First video is saying: “This is a private video. If you have been sent this video, please make sure you accept the sender’s friend request.”
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YouTube’s been a bit funny today. Seems okay at our end…
Pretty funny i have to say…
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Excellent work, I love it.
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Looks like everyone else can stop trying for another twelve months.
Great work.
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Yeh – great job. I didnt mind the tingle at all but definitely prefer this.
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tired as an adman on Monday. I’m sure people will like it. If this is funny then the black and white minstrel show will be back on next week.
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I feel like having a beer.
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58 seconds. Gold.
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I’m calling that the best beer ad I have seen in Australia. GOLD
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glad they didn’t use the same music, given it’s already been used by Chivas as well
https://www.youtube.com/watch?v=49Yzx06RLUo
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I got a tingle in my man plums watching this… Nice work!
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Gold….also I feel like a schooner
brb, pub
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I really don’t find this funny or new or even a part of the series. Their is no step on or step up from the previous campaigns.
Where is the lateral magic of men with canoes?! This feels like it was written by CUB not BBDO. Better luck next year.
The magnetron though – now that’s an idea – although I don’t like the art direction.
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Don’t take yourself so seriously, it’s fun. Nice one.
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Really enjoyed this however still don’t get the “made from beer” tagline
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Great ad – although very similar concept to a piece of work done for the South Australian Department of Health last year, called ‘The Sneeze’ – using opera music with a super slow mo shot. https://www.youtube.com/watch?v=qKiQA5e-fPg
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Weepingly, achingly brilliant. Bullseye.
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How do you make bogans look good? Ssssssssslllllooooooowwwwwwwwww it downnnnnnnnnnnnnnnn. Jokes aside, it’s beautifully shot. Love it.
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meeeooow Cap!
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Another example of the irrelevancy of advertising agencies…..
Fosters group could have just gone straight to the director and production company (who has done all the work and created the magic) and saved themselves probably $50k p/month of clems fees
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Hi anonymous,
While that model is in some cases beginning to emerge (VicRoads have experimented with that sort of thing for instance), where do you think the idea for the ad comes from in the first place?
In the case of Carlton Draught, I know from talking to Vincent Ruiu about the process when I was writing the story, that the final choice of soundtrack came late in the process after it occurred to Ant Keogh as a better option. That’s just a small example.
Cheers,
Tim – Mumbrella
Didnt know the catholic church read Mumbrella too. Well done.
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5:48 what are you talking about?- the agency would have thought of all of those scenes in the ad.
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Is that Michael Cullen starring in there from the Measure Up campaign?
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Report in this morning’s Aust media has this ad panned by Simon canning. Is he out of touch? It seems most are lauding this as one of the Carlton Draught greats… Also, seemed to have his own agenda with the Patts / Burst thing.
Anyway, it looked good in the footy.
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Lovely work, reminds me very much of IKEA Hooray for the Everyday
https://www.youtube.com/watch?v=OatknX9300k
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It’s possibly promoting being drunk. Not that Fosters would see that as a bad thing, as long as you drink Carlton Draught all night. Am i right?
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Indeed that is Michael Cullen spraying it while saying it
Was a fun shoot
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