Clems’ Carlton Beer Chase ad races home to win ad of the month

carlton beer chaseThe latest in the series of ‘Made From Beer’ ads from Clemenger BBDO Melbourne for beer brand Carlton Draught has romped home as the winner of August’s ad of the month, as voted by Mumbrella’s readers.

The ad is an elaborate spoof of seventies’ car chase movies and features a gang of Aussies stopping off for a beer after a bank robbery only to discover the pub is full of cops. A chase on foot ensures, during which the gang hang on to their beers, spilling barely a drop while evading capture. The ad features Stan Bush covering the poodle-rock classic “Thunder in Your Heart”.


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

The ad was a clear winner from a shortlist which included:

  • Jarrah – Dame Edna -Naked
  • Carlton – Beer Chase- Clemenger BBDO Melbourne
  • Australian Nursing Federation – Positive branding campaign – Lawrence Creative Strategy
  • Foxtel – Chris Hemsworth – Clemenger Sydney:
  • Nutella – Morning Rituals – BMF
  • Ikea – Baby Whisperer – The Monkeys
 Dubsat logo Mumbrella


  1. blaze
    18 Sep 12
    2:19 pm

  2. It is initially a funny Ad, albeit a tad too long and boring

    The bottom line question is: would I buy carlton draught and drop my other boutique drinking brand of beer ? Probably not

    Laughter, and ludicrousnes of a bogan robbery are not elements of my decsion making.

    It has been said Advertisers live on another planet ; thios confirms it

    Useless, pointless and wasteful creativity.

  3. WD
    18 Sep 12
    3:59 pm

  4. Maybe this was just me – funny idea, ho-hum execution.

  5. chris
    18 Sep 12
    11:59 pm

  6. Cringe…. is it the client or the agency. just were do these ideas from? I have seen it a couple of times but did not conect or relate, and the relavance to flogging Australian beer? Given the list of credits it will be an award winner at Cannes

  7. DC
    20 Sep 12
    9:40 am

  8. WD: Agreed