The seven ages of Carlton Draught’s Made From Beer

Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.

It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer…  

1. More Horses/ Metal Thing.

This marked the first use of the Made From Beer positioning which featured the brand poking fun at itself and at typical beer ads,

2. Men with Canoes. 2004. George Patterson & Partners.

This time the target was alpha males and office politics.

3. Big Ad. 2005 George Patterson & Partners.

Possibly the most celebrated Australian beer ad of all time and certainly the most awarded. In another reference to other ads, it drew inspiration from the celebrated british Airways face on the hill, only this time with bumbling blokes running about.

4. Flash Beer. 2006. George Patterson Y&R

A reference this time to the movie Flash Dance and the aspirations of would-be brewer Kevin Cavendish.

5. Sky Troop. 2008. Clemenger BBDO Melbourne.

The target this time was bad half time entertainment at sporting events.

6a. Tingle. February 2010. Clemenger BBDO Melbourne.

In a major disaster for the marketing team and agency, senior management pulled the ad because it was mildly smutty before putting it online, then pulling it for a second time.

6b. Slow Mo. August 2010. Clemenger BBDO Melbourne.

After the Tingle debacle, the marketing team and creatives at Clemenger BBDO went back to the drawing board and created this effort, celebrating everyday beer drinking characters, complete with all their faults.

Tim Burrowes


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