Carlton Draught features beer keg-wielding basketballers in first ad for five years
After a five year break, Carlton Draught has launched a TV campaign promoting the beer’s ‘it’s that fresh’ slogan with a Harlem Globetrotters-themed commercial.
The ad begins with a bar running out of Carlton Draught on tap, forcing the barman to press a red alarm button that activates a beer keg-wielding basketball team.
As a keg of beer rolls out, the 1970s styled basketball team juggle jugs, play pool, make burgers, spin a glass of beer and do a somersaults over the bar while carrying the keg.
While this is happening there is a timer counting down from 46 seconds.
Created by Clemenger BBDO Melbourne, the ad is based off the claim that a keg of Carlton Draught is changed every 46 seconds.
The creative directors behind the ad, Richard Williams and Antony Phillips, said it was “exciting” to be developing work for the brand again after “spending the last few years on the side lines”.
The campaign is set to run as a 60 second TV ad which will run through the AFL Grand Final coverage on Saturday September 30.
Tim Ovadia, head of classic brands at Carlton United Breweries, said in a statement: “It says Brewery Fresh on our label and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers.
“Communicating rational messages doesn’t need to be boring, if it is, people switch off and you’ve wasted your money.”
Credits:
- Client: Carlton and United Breweries
- VP marketing for APAC: Richard Oppy
- Head of Classic Brands: Tim Ovadia
- Senior Marketing Manager: Sian Sullivan
- Brand Manager: Corrie Paolini
- Agency: Clemenger BBDO Melbourne
- Production Company: Finch
- Director: Brian Aldrich
- DOP/Cinematographer: Germain McMicking
- Producer: Marge McInnes/ Kate Merrin
- Executive Producer: Corey Esse
- Post Production: Finch/The Butchery
- Editor: Micheal Lutman
- Special/ isual effects/CG: Andy Timms and Ivan la Rosa
- Flame artist: Quse Biddle, Jonathan Wendt, Jonathan Hairman
- VFX set supervisor: Jamie Scott
- Colourist: Martin Greet
- Sound: Flagstaff
- Sound Engineer: Paul Lecouter
- Music Production: Level Two Music
- Music Composer: Electric Dreams
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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So the strategy is that a keg (and apparently an empty one) is changed every 46 seconds?
It feels like they had an idea and had to wedge it into a pretty weak strategy. Pretty retro I suppose.
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Where is the evidence of a keg change every 46 seconds?
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I feel they missed the mark big time. They more-so show that it takes 46 seconds of crap before it gets changed, not that it gets changed every 46 seconds.
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