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Steven Seagal fronts Carlton Dry contest

Steven Seagal is the second 1990s action star this month to feature in a new Australian ad campaign.

After Jean Claude Van Damme’s appearance promoting Sony DVDs, Carlton Dry is using Seagal to front its campaign offering consumers the chance to have him appear in a three minute movie of their story.

The ‘Legends of the Dry’ campaign was created by Clemenger BBDO Melbourne, which was also behind last week’s launch of the new Pure Blonde campaign.

As well as TV promotion, the campaign also features on radio.

Carlton Dry will re-create the winner’s story as a three minute online film with Seagal playing the part of the winner. The film will also run as 30 second TVC trailer on TV.

Vincent Ruiu, Carlton group marketing manager, said: “Many of us grew up watching action films, imagining ourselves in the lead role. 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 campaign was shot in Vancouver in Canada, where Seagal is currently filming a movie.

Credits:

  • 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 Films / Station
  • DOP/Cinematographer: Jeffrey Kimball
  • Editor: Matthew Richards – Cycle Media – Canada
  • Jack Hutchings – The Butchery – Australia
  • Music Production Company: N/A – Library Music
  • Sound Designer/Engineer: Paul Lecouter
  • Sound House: Flagstaff Studios
  • Online Operator: Eugene Richards
  • Post Production: Digital Pictures
  • Client: Carlton & United Breweries
  • Marketing Director: Peter Sinclair
  • Group Marketing Manager: Vincent Ruiu
  • Senior Brand Manager: Mick McKeown
  • Assistant Brand Manager: Kellie McCallum
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