Carlton Draught parodies ’80s Hollywood car pursuits in ‘beer chase’ ad

Beer brand Carlton Draught has released a new ad, the latest in the popular Made From Beer series.

Beer Chase was created by Clemenger BBDO Melbourne, which has been responsible for the beer brands’ previous work including the award-winning Slo Mo.

The latest spot plays on action movie clichés as four bank robbers celebrate a successful heist with a beer, only to realise the pub is full of police, and a foot chase ensues over a cheesy 1980’s soundtrack.

Launched online today with a 90-second version, the ad will go live during the football AFL and NRL finals on  September 7, followed by a 60 second version as well as three 30 second versions based around a different scene.

The ad will also go out in cinemas before action films.

Andrew Meldrum, general manager of marketing for Carlton said: “There’s a lot to live up to when you sit down to create a new Carlton Draught ad, but fortunately I’m blessed to work with some incredibly talented people both at the brewery and at our creative agency, and so it always ends up being a truly joyous experience. At Carlton, we believe that beer ads should be fun. With the Made From Beer campaign we’ve always set out to remind us all not to take ourselves too seriously, and we try to do it in a way that puts a smile on people’s faces. We hope this latest instalment continues that tradition.”

Ant Keogh, ECD of Clemenger Melbourne BBDO added: “Beer Chase is a parody of the clichéd, over-the-top Hollywood car chase. We used some poetic licence with the locations so they would match your expectations of a classic car chase.”

Clemenger BBDO
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Copywriter: Richard Williams
Art Director: Anthony Phillips
Executive Producer: Sonia von Bibra
Production Company: The Sweet Shop
Director: Steve Ayson
Production company Executive Producer – Wilf Sweetland
Production company Producer: Cindy Kavanagh
Cinematographer: Greig Fraser
Production Designer: Robbie Freed
Offline Editor: Jack Hutchings – The Butchery
Final Grade – Edel Rafferty – Method
Online Editor – Nicholas Ponzoni – Fin Design & Effects
Sound Design/Music arranger – Byron Scullin & Cornel Wilczek
Music Supervision – Karl Richter – Level Two Music
Music track – “Thunder in your Heart”
Planning Director: Michael Derepas
Planner: Sam Mackisack
Managing Partner: Paul McMillan
Account Director: Nick Cohen
Account Manager: Brendan Taylor

Carlton Draught
Chief Marketing Officer: Andy Gibson
General Manager of Marketing: Andrew Meldrum
Senior Brand Manager: Alastair McCausland
Assistant Brand Manager: Kirt Daunt
Assistant Brand Manager: Laura King

Media Agency: Mediacom
Director Client Communication Planning: Brett Elliot
Client Communication Planner: Michael Bradley


  1. RU Serious
    30 Aug 12
    12:23 pm

  2. Really?

  3. Macsmutterings
    30 Aug 12
    12:28 pm

  4. Oh I do like that, made me smile AND made me want a beer, is it too early?

  5. Clinton Duncan
    30 Aug 12
    12:42 pm

  6. Beer ads!

    Please, god, don’t let the marketing people ruin them, ever.

    Great work Clems! Lol’ed at least 3 times. New record.

  7. Pedro
    30 Aug 12
    12:48 pm

  8. Finally – something interesting and of some creative substance to watch. Great work. Well done DDB Melbs and the Sweet Shop.

  9. iLikeiTbUT
    30 Aug 12
    1:07 pm

  10. From the bridge shot on’s a little dodge. Tall Palm Trees are very tall…..

  11. Man
    30 Aug 12
    1:09 pm

  12. Nice!

  13. Dear Pedro
    30 Aug 12
    1:19 pm

  14. I know you like the pictures, but can you read?

  15. Ben Beath
    30 Aug 12
    1:19 pm

  16. This is just excellent. Love it.

  17. AdGrunt
    30 Aug 12
    1:22 pm

  18. Ghastly beer. Great ad.

  19. Hahahahahohohohohahahaha!
    30 Aug 12
    1:27 pm

  20. G R E A T !!!!!! The whole office watched and laughed… genius!!!!

  21. I McHunt
    30 Aug 12
    1:30 pm

  22. It is a Carlton territory ad, so good work there. Not a CD drinker, but the bogans will love it. Nice ending.

  23. Golum
    30 Aug 12
    1:31 pm

  24. bloody great work everyone. made me thirst for a CD

  25. RU Serious Sux
    30 Aug 12
    1:34 pm

  26. @RU Serious You are just the worst person.

  27. Szy
    30 Aug 12
    1:34 pm

  28. there is a great deal of self promotion going on.
    Slo mo is the best ad they have made, should have stick with it. Average. Self indulgent. They have lost their way.

  29. Just sayin...
    30 Aug 12
    1:36 pm

  30. Why did they leave the money behind?

  31. Ralph
    30 Aug 12
    1:36 pm

  32. What a load of nonsensical madness. I love it. Nice work y’all.

  33. JJ
    30 Aug 12
    1:37 pm

  34. It’s good. It’s funny.

  35. WPPType
    30 Aug 12
    1:41 pm

  36. Love it. My round.

  37. Mark Simkins
    30 Aug 12
    1:54 pm

  38. I’m a Carlton drinker and that has just confirmed my faith!

  39. RU Serious
    30 Aug 12
    2:17 pm

  40. @RU Serious Sux Somewhat paranoid?

  41. Nic Halley
    30 Aug 12
    2:27 pm

  42. thats great but why American cops?

  43. Beery
    30 Aug 12
    2:28 pm

  44. Dear I McHunt, Bogans actually drink VB, nancy boys drink beer with lime/lemon wedges, but real people drink Carlton. But what does that make me – I drink Boags (another brilliant beer ad). We are blessed with beer ad entertainment in this country…. I ought to know.

  45. Anonymous
    30 Aug 12
    2:28 pm

  46. Two words… LOVE IT

  47. Tom
    30 Aug 12
    2:56 pm

  48. WIN!
    Lovely stuff Clems.

  49. Anonymous
    30 Aug 12
    3:08 pm

  50. Made from Beer!!

  51. Robert Stock
    30 Aug 12
    3:14 pm

  52. Loved every second of it.

  53. Anonymous
    30 Aug 12
    4:21 pm

  54. Simple and funny – what more do you want?

  55. Marketing Person
    30 Aug 12
    4:26 pm

  56. @Clinton Duncan – ‘marketing people’ brief and approve these ads, without them they wouldn’t happen. Good creative is good creative. If it doesn’t need fiddling with, no marketing person (or CD for that matter) would. If marketing people are ruining your work, maybe it’s not that good to begin with.

    As a marketing person, I think this ad is great. Well done to everyone that worked on it.

  57. digiman
    30 Aug 12
    5:20 pm

  58. funny. There was no boat under the bridge when they jumped. where did it come from?

  59. Kernil
    30 Aug 12
    5:45 pm

  60. Great creative. Entertaining and excellent branding. Well done to those involved.

  61. Circling sharks
    30 Aug 12
    6:20 pm

  62. This is a hoot. Hats off all involved.

  63. Betty
    30 Aug 12
    6:42 pm

  64. Loved the slow motion bits when they go over the hills

    and kudos to the agency for selling the client on a junket to the USA.

    Business class flight for everyone!

  65. Dan
    30 Aug 12
    7:47 pm

  66. Awesome – love it!
    Is that a John Farnham song?

  67. some guy
    30 Aug 12
    7:47 pm

  68. @digiman – they did seem to jump in slow motion? slow jump + fast moving boat?

    or maybe it’s part of the whole Hollywood parody…? aren’t continuity errors par for the course in 80s car chases! :-)

  69. Another Big Boring Beer Ad
    30 Aug 12
    11:17 pm

  70. ZZZZZ…

  71. Mr. P
    31 Aug 12
    7:30 am

  72. “We used some poetic licence with the locations so they would match your expectations of a classic car chase.” = “we had an awesome LA junket and gave everyone our showreels”

    No disrespect to the ad, though, it’s good. But I wouldn’t have felt cheated if they shot the whole thing in Goulburn like they usually do.

  73. NJK
    31 Aug 12
    9:38 am

  74. 30 people in the credits list – really?! Full-length movies are made with fewer people.

  75. Bronze at best
    31 Aug 12
    9:56 am

  76. It’s not bad. But it’s nowhere near great.

    What a shame it was so un-engaging.

  77. RatsRepus
    31 Aug 12
    12:22 pm

  78. Great Ad. But how come they left the cash in the Bar???

    I reckon you could get a reshoot out of that!! Some lovely comic angles with throwing teh cash a pursuing police officers. Stopping to pay toll on bridge etc.

  79. beer drinker
    31 Aug 12
    12:27 pm

  80. Don’t get me wrong I find it very entertaining, but still wouldn’t switch beers because of it.

  81. RatsRepus
    31 Aug 12
    12:38 pm

  82. @ beer drinker… The ad will resonate with the average beer drinker standing at the bar trying decide between four choices. Not the Fat Yak Pale Ale devotee. If you know what you like and not just standing at the bar wanting to quench a thirst then no ad is going to change your mind. About 70% of beer drinkers drink several brands and will try a new beer one in three visits to the bar. That’s how this ad will work.
    Still don’t understand why they left the cash in the bar!!!

  83. JJ
    31 Aug 12
    1:21 pm

  84. That’s GOLD!
    Oh wait …

    Love it. Nice work Clems!

  85. dumbad
    31 Aug 12
    1:30 pm

  86. A bunch of aussies that have stolen aussie money, drinking aussie beer in LA and being chased by LA cops with aussie accents? of course!

    I understand that it had to be shot in LA cause of the lack of roads in Australia and shooting locally just doesn’t get you frequent flyer points does it?

  87. they took the money...
    31 Aug 12
    8:19 pm

  88. @ratsrepus

    they didn’t leave the cash in the bar… the big guy at the back is carrying the bag in every shot!

  89. Bewdy
    1 Sep 12
    12:30 am

  90. Love it. The inconsistencies actually make it feel more like an authentic car chase scene.

  91. lazyphuka
    12 Sep 12
    7:08 pm

  92. i think i got it….the cops are Carlton and the robbers are Clemenger BBDO.

  93. Sarah
    21 Sep 12
    10:26 pm

  94. Yep, that’s an adaptation of John Farnham’s “Thunder In Your Heart”. Just saw it for the first time and my ears pricked up!

  95. FromLA
    27 Sep 12
    11:14 pm

  96. The Los Angeles river location is legendary! It’s been used in dozens of great chase scenes, such as Grease (drag race site), The Italian Job, Terminator 2 (awesome motorcycle/truck chase) and Gone in 60 Seconds (Nicholas Cage, cops and Helicopter!) Great choice to put the goofy beer amongst such legends.