Beer brand Carlton Draught has released a new ad, the latest in the popular Made From Beer series.
Beer Chase was created by Clemenger BBDO Melbourne, which has been responsible for the beer brands’ previous work including the award-winning Slo Mo.
The latest spot plays on action movie clichés as four bank robbers celebrate a successful heist with a beer, only to realise the pub is full of police, and a foot chase ensues over a cheesy 1980’s soundtrack.
Launched online today with a 90-second version, the ad will go live during the football AFL and NRL finals on September 7, followed by a 60 second version as well as three 30 second versions based around a different scene.
The ad will also go out in cinemas before action films.
Andrew Meldrum, general manager of marketing for Carlton said: “There’s a lot to live up to when you sit down to create a new Carlton Draught ad, but fortunately I’m blessed to work with some incredibly talented people both at the brewery and at our creative agency, and so it always ends up being a truly joyous experience. At Carlton, we believe that beer ads should be fun. With the Made From Beer campaign we’ve always set out to remind us all not to take ourselves too seriously, and we try to do it in a way that puts a smile on people’s faces. We hope this latest instalment continues that tradition.”
Ant Keogh, ECD of Clemenger Melbourne BBDO added: “Beer Chase is a parody of the clichéd, over-the-top Hollywood car chase. We used some poetic licence with the locations so they would match your expectations of a classic car chase.”
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
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
Media Agency: Mediacom
Director Client Communication Planning: Brett Elliot
Client Communication Planner: Michael Bradley