The release of Carlton Draught’s ‘Beer Chase’ commercial reminded us of all the gems produced by the brand and the barriers it stormed through along the way.
When the ‘Made From Beer’ positioning was conceived almost a decade ago, Carlton Draught was faced with an interesting dilemma. It wanted to expand beyond its loyal base in Victoria and capture the national market, particularly in NSW. To counter all the high-falutin claims made by the burgeoning craft and imported beer market, the team focused on the ethos that Carlton Draught was the beer that had nothing to prove.
Carlton United Brewers (CUB) general manager of marketing Andrew Meldrum was part of the original team at the conception stage of ‘Made From Beer’. “It was a take-down of all the bullshit in beer advertising,” Meldrum told AdNews. “We wanted to be brutally honest about where we’re from and we kept coming back to the fact that it’s a great beer with an unquestioned heritage so it doesn’t need to say anything.”
Clemenger BBDO Melbourne executive creative director Ant Keogh and former DDB Melbourne executive creative director Grant Rutherford were the creative team at George Patterson Y&R Melbourne who developed the idea with Meldrum and CUB.
“At the time in Australia, the ad industry found it hard to take the piss out of itself and the ad was saying things we shouldn’t have been saying. When you have a combination of creative communications and the sales force moving into those other untapped markets, you have a big chance of success,” Rutherford said.
According to Meldrum, the initial ‘Made From Beer’ campaigns had a large impact on the successful national expansion of Carlton Draught.
Take a trip down memory lane and vote below on your favourite.
NO EXPLANATIONS (2003)
The very first instalment in the series, ‘No Explanations’ set up the droll tone the brand would embark on with its refreshing, no-bullshit approach to beer advertising.
Inspired by the absurdity of corporate excess, the ad mocked alpha males and their ‘canoes’. It positioned the brand as an antithesis to pretentious, overgrown frat boys in fat ties.
BIG AD (2005)
The ad that everyone remembers scooped almost every award in existence and was recently voted the best beer ad of the past 15 years by a One Club poll.
It’s not quite the lithe body of Jennifer Beals, but ‘Flashbeer’ was a tour de force in satire of both dance movies and beer commercials.
A giant spectacle with slightly inept, albeit hilarious, skydivers, ‘Skytroop’ was reminiscent of the grand scale of ‘Big Ad’.
‘Tingle’ was controversially pulled before its broadcast, released online and then pulled again. ‘Man plums’ was a tad too edgy for the big bosses at Foster’s.
SLOW MO (2010)
The amazing cinematography is accompanied by a restyled version of Puccini’s ‘Nessun Dorma’ and portrays silly male pub behaviour in all its glory.
BEER CHASE (2012)
A parody of 1980s cops-and-robbers car chases through the streets of Los Angeles (without any actual automobiles), ‘Beer Chase’ has already clocked up over two million YouTube views.
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