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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.

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.

Carlton Draught Magnatron

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