Carlton Natural looks to men’s natural pub defences

New beer sub-brand Carlton Natural launches today in an advertising campaign created by Clemenger BBDO Melbourne. Using a wildlife documentary-style voiceover, it features men evolving new natural body defences to allow them to enjoy drinking in the pub.

The campaign is among the first work by Clemenger BBDO for Carlton since the debacle over its banned-released-banned ads for Carlton Draught back in March.

The low carb Carlton Natural comes from Carlton & United Breweries, which is owned by Foster’s.

According to CUB: “The new campaign draws inspiration from the animal kingdom, and the natural defence mechanisms animals have relied on throughout history: the octopus with its cloud of ink, the dagger-like horn of the rhino or the thorny spines of the anteater. It examines the daily challenges facing the modern man and asks, ‘how does he defend himself from the potentially perilous attacks of unhinged ex-girlfriends and the merciless traps of boring wedding dress conversations with his lady friends?”

As well as the two TV ads, the campaign is being backed with outdoor, point of sale and a trade campaign.

Clemenger BBDO Melbourne’s ECD Ant Keogh said: “Guys prevailing through natural instincts seemed like the natural – no pun intended – and entertaining way to launch a beer brand with a bold ‘nothing artificial’ claim, not to mention the name, Carlton Natural.”

The special effects were created through combining the work of model makers Odd Studios and post production work by Animal Logic.


  • Executive Creative Director: Ant Keogh
  • Deputy Creative Directors/Creative Team: Tom Martin & Julian Schreiber
  • Senior TV Producer: Sevda Cemo
  • Senior Print Producer: Mary Darzi
  • Group Account Director: Paul McMillan
  • Account Director: Mick McKeown
  • Account Manager: Phoebe Farquharson
  • Director: Simon McQuoid
  • Producers: Michael Ritchie & Georgina Wilson
  • Production Company: Revolver
  • DOP/Cinematographer: Russel Boyd
  • Editor: Bernard Garry
  • Special/Visual Effects: Animal Logic
  • Post Production Company: Animal Logic
  • Flame Artist: Leoni Willis
  • Music Production Company: Level Two Music
  • Sound Designer/Engineer: Paul Le Couter
  • Sound House: Flagstaff Studios
  • Client: Carlton & United Breweries
  • Marketing Director: Peter Sinclair
  • Group Marketing Manager: Vincent Ruiu
  • Senior Brand Manager: Richard Oppy
  • Brand Assistant: Shencina Formenton

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