Carlton Dry encourages Australians to ‘Underthink It’ when making decisions

Carlton Dry wants Australians to ‘underthink it’ when it comes to making social decisions.

Created by Clemenger BBDO Melbourne, the latest series of ads are set at Carlton Dry’s ‘Underthink Tank’ which resembles a keg and features a crack team of underthinkers figuring out how to navigate social dilemmas.

The 30-second commercial set inside the ‘Carlton Dry Underthink Tank’ lair shows a team of specialists analysing a scenario where you forget someone’s name, with the solution to just call him “mate”.

The ad ends with one of the team members pressing a blue buzzer as a beer is ejected from the table.

Three 15-seconds spot accompany the campaign with one focusing on ordering food and whether or not 24 dumplings is enough with the solution being, “Mate you go more dumplings every time, no body has ever woken up and said ‘Oh man I wish I got more bok choy'”.

Another spot analyses whether or not anybody would notice if you wore the same top two days in a row, despite the fact the team wears a uniform everyday.

The third commercial shows one of the analysts asking what do when one person goes for a shake and the other one for a hug, the solution is “a hand shake wrapped in a hug, a ‘shug'”.

All the spots end with the blue buzzer being pressed as the Underthink Tank solves the problem and moves on to the next order of business.

Paul Reason, head of contemporary brands and Carlton United Breweries, said in a statement: ““We haven’t had a big communication campaign on Carlton Dry for a few years. We are very excited to bring Underthink It to the market because we think it is highly relevant and will resonate strongly with our target audience.”

The ad is set to air across radio, social and digital channels as well as on-premise and festival activity.


  • Agency: Clemenger BBDO Melbourne
  • Creative Chairman: James McGrath
  • Executive Creative Director: Evan Roberts, Stephen de Wolf
  • Senior Creatives: Adam Barnes, Jonty Bell, Nick Jamieson
  • Shopper Creative Lead: Nick Jamieson
  • Executive Producer: Sonia Von Bibra
  • Senior Producers: Lauren Anderson and Lisa Moro
  • Group Account Director: Adam Kennedy
  • Project Director: Alicia Lowndes
  • Project Manager: Caroline Scott
  • Business Manager: Luke Slater
  • Planning Director: Mike Derepas
  • Digital Planning Director: Neville Doyle
  • Production Company: Finch
  • Director: Alex Roberts
  • Managing Director/EP: Corey Esse
  • Producer: Kate Merrin
  • DOP: Matt Toll
  • Prod Designer: Lucinda Thomson
  • Editor: Michael Houlahan
  • Colourist: Martin Greer
  • Online: Jamie Scott
  • Post House: The Institute of Post Production & Finch VFX
  • Sound House: Flagstaff Studios
  • Sound Engineer: Paul Le Couteur
  • Client: Carlton United Breweries
  • VP Marketing: Richard Oppy
  • Head of Contemporary Brands: Paul Reason
  • Brand Manager: Paige Dawes

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