Carlton launches first ad for Crown Golden Ale campaign with Brownlow Medal broadcast
Carlton and United Breweries (CUB) used last night’s broadcast of the Brownlow Medal as the springboard for the next phase of a marketing campaign for Crown Golden Ale.
General manager Crown Tim Ovadia said it was the “perfect time” to air its new TV ad, created by Clemenger BBDO Melbourne, and revealed the national distribution of the beer will kick start another wave of advertising on October 1.
https://www.youtube.com/watch?v=KxipnmBvHos&feature=youtu.be
“Crown Golden Ale is hitting the mark with drinkers and with it being beer of choice at the Brownlow, we thought it was the perfect time to debut our TVC,” Ovadia said. “There will also be strong activation through Spring Racing Carnival as we proudly take up naming rights sponsorship of the Crown Golden Ale Caulfield Cup.”
Clemenger BBDO Melbourne executive creative director Ant Keogh said the agency wanted to create an “exquisitely well-crafted ad”.
“Rather than using CGI to create the ad everything was filmed in camera,” he said. “A team of model makers worked tirelessly to imagine an abstract world that demonstrates Crown Golden Ale’s process of refinement from core ingredients to bottled beer.”
The new TVC comes as Melbourne Cricket Club announced an extension of its partnership with CUB as official beer and cider supplier at the MCG for a further 10 years.
“CUB has a proud history with sport, footy and the MCG and we’re glad our diverse portfolio of beer and cider brands, that Australians love, can contribute to their enjoyment at Australia’s finest events,” Ovadia said.
Credits:
Carlton & United Breweries
General manager, Insights & capability: Tim Ovadia
Brand manager: Scott Tindall
Assistant brand manager: Genna Nibaldi
Clemenger BBDO Melbourne
Creative chairman: James McGrath
Executive creative Director: Ant Keogh
Creative director: Dave Klein
Group account director: Adam Kennedy
Account manager: Khia Croy & Kate Barnes
Executive producer: Sonia von Bibra
TV producer: Tania Jeram
