Campaign Review: The verdict on Carlton Dry, Stan, Tourism NT and Australian Defence Force
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Gavin Chimes, associate creative director at Marcel Sydney, and Siobhan Fitzgerald, creative at The Monkeys.
Brand: Carlton Dry
Agency: Clemenger BBDO Melbourne
The Verdict: A rational ad which has a “tight and punchy” script but strays too far from the product
In its first major campaign in years, Carlton Dry asks Australians to ‘underthink it’ when making social decisions such as whether to give a person a hand shake or a hug.
