Crown claims time as its magic ingredient
Carlton & United Breweries will tonight launch the biggest marketing campaign in six years for Crown Lager .
http://youtu.be/dkojtKJMnzI
The ad, created by Droga5 Sydney and set in the Abbotsford Brewery in Melbourne, features time as the secret ingredient to the premium beer brand, which was first brewed 92 years ago.
The ad was directed by Michael Spiccia and produced by GoodOil Films.
Vincent Ruiu, Crown Lager’s group marketing manager, said: “Crown Lager’s reputation has been built on the attention and specialist care of the master brewers and we wanted to bring this into the living rooms of Australians around the country.”
David Nobay, creative chairman of Droga5 Sydney said: “Crown is a powerful Australian brand with a wonderful, rich story behind it. The challenge has always been to keep that story relevant, whilst doing justice to its heritage. I think this latest work does both.”
The campaign comes shortly after the launch of new masterbrand ‘The Crown Company’ in readiness to expand the Crown portfolio.
Credits:
The Crown Company Brand Team
- Marketing Director – Paul Donaldson
- Brand Manager – Jane Slattery
- Assistant Brand Manager – Scott Tabe-Lewis
Production: GoodOil Films
- Director – Michael Spiccia
- Producer – Juliet Bishop/Matt Long
Editing: The Butchery
- Jack Hutchings
Post: Fin Design
Creative: Droga 5 Sydney
- Creative Chairman – David Nobay
- Executive Creative Director – Duncan Marshall
- Creative Director – Cam Blackley
- Executive Planning Director – Sudeep Gohil
- Art Director – Kirsty Galmes
- Copywriter – Chris Berents
- Art Director – Simon Cox
- Art Director – Rosita Rawnsley-Mason
- Head of Client Business – Jamie Clift
- Business Director – Esther Knox
- Business Manager – Angus Ingham
- Planner – Toby Harrison
- Producer – Paul Johnston
Media: MediaCom
- Group Director – Shaun Briggs
- Client Communications Manager – Michael Bradley
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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not bad
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Not good either.
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What does this remind you of? This, maybe..?
https://www.youtube.com/watch?v=Y9znA_dwjHw
Here’s to waiting…for an original idea.
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You’ve got a brand called Crown and you spend all your money concentrating on the word time?
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Tim,
I think you must have posted the mood tape rather than the ad
zzzz
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Nicely shot.
Crap voiceover.
Crap copywriting.
Crap idea.
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Average.
Guinness (as noted), Grolsch and many others have trodfden this path.
It seems a little lazy.
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great insight, average execution
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It does go against the grain of most Australian beer advertising that is typically funny and engaging.
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uninspiring
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Seriously, all those people and it’s still barely average.
The ‘speech’ ad they did before this is a much better ad….
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Very uninspiring……this ad won’t last long.
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Well done Droga 13. Nice work.
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Nice looking but average everywhere else. Much like the beer really.
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“Time is the 5th ingredient”
So one would assume there are only 4 other ingredients: Yeast, malt, hops & water. Pitty they dont mention the cane sugar they use…that magic 6th ingredient?
And its hardly extra time…the support for the campaign is that they have twice the lagering time than that of their mainstream competitors. The average mainstream beer only lagers for a dismal 24hrs. Craft beer does it for up to 6 weeks!! If anything, Crown is just a waste of time.
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If these manky looking pots are where Crown Larger is brewed it’s no wonder it tastes like stale piss. Time will do that too I guess.
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makes my VB feel all rushed with it’s 4 crappy ingredients.
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@JDC … or the 7th ingredient – dogs’ piss (at least that’s what it tastes like).
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@Tim….Your VB’s new campaign is no better!
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