Great Northern grapples with a dad ageing in Father’s Day campaign

Carlton United Breweries’ (CUB) beer brand Great Northern Brewing Co has released a new campaign for Father’s Day via TBWA Sydney.

The campaign features father and daughter duo Robert Mason and Carmen Retzlaff, as she conveys how her father’s poor health has led to a desire to make the most of the time they have together.

In the spot, Retzlaff narrates how her father has always been there for her, and that he struggles with his health deteriorating. The two make the most of the time they have left together, exploring the great outdoors together and drinking Great Northern Brewing Co beers.

TBWA Sydney chief creative officer, Evan Roberts, said: “It’s very easy for people to feel disconnected and isolated right now. We just want people to reach out to those that matter to them this Father’s Day. Tell them you’re thinking about them, that you love them. Sure, we might not be able to see each other, but we can make plans and we all need something to look forward to.”

Great Northern Brewing Co’s head of contemporary brands, Lauren Fildes, commented: “We understand how tough it’s been on so many Australians who have been separated from family during the pandemic. So, whether you’re together or apart this Father’s Day, lockdowns permitting, we want people to invite their dad to spend time together outdoors when they can.”

Director of the spot, Eddy Bell from Airbag, added: “My own Dad was sick for nearly a decade, living with a rare disease similar to Motor Neurone Disease. So, I had a lot of time to think about who he was as a man, and what he meant to me. I think there’s a kindness in liberating our fathers from all the expectations we place on them and just allowing them to be human. That’s where I started out in the process of making this film.”

Part of the campaign involves the launch of The Greatest Gift, a microsite where users can create their own Father’s Day video. The site is powered by Gift Flick.

The campaign will be on national TV, online and social. There will also be 30, 15 and 6 second spots of the campaign.

TBWA joined the creative roster for CUB back in August 2019, releasing a Father’s Day campaign titled  ‘The Great ReCamp‘. TBWA also released a campaign for Great Northern Brewing Co in July 2020 featuring two unemployed friends, ‘The Great Return‘.

CUB was acquired by Asahi Beverages in June 2020.


Client: Great Northern Brewing Co
Creative: TBWA\Sydney
Production Company: AIRBAG
Director: Eddy Bell
DOP: Alex Serafini
Executive Producer: Megan Ayers
Post Production & Sound Design: BOLT / Ben Zemanek
PR: Sequel PR
Social & Website: CUBHOUSE, GiftFlick


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