Clemenger BBDO and Carlton Draught with Long Live the Keg

11 April 2023

Creative Agency: Clemenger BBDO

2 0
"A true reflection of Aussie culture."

Carlton Draught is reviving its tradition of ad campaigns with an unashamed tribute to the pub.

The campaign, developed by creative agency, Clemenger BBDO, is titled Long Live The Keg and builds on Carlton Draught's brand platform, Made From Beer.

Featuring bagpipes, a choir, the Carlton Draught Beer Brigade and cannon fire, the hero spot is overflowing with the pomp and pageantry befitting the end of a keg’s life.

Nicole McMillan, general manager of marketing at Carlton & United Breweries, said Carlton Draught is a true reflection of Aussie culture, always having a laugh and not taking yourself too seriously.

“Our proud tradition of brewery-fresh beer dates back to 1864 when the first batch of Carlton was delivered to pubs by the same Clydesdales that grace our taps today," McMillan said.

"This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”

Historically, Carlton Draught's campaigns have each pierced the bubble on life's absurdities. Long live The Keg continues that strategy.

Jim Curtis, chief creative officer at Clemenger BBDO, said most know the agonising feeling of waiting for a new keg to be hooked up. 

“Sure, the CFO at CUB might not be happy with us changing every single Carlton Draught keg in the country with a 60-strong crew of ceremonial guards, choir and canons," said Curtis.

"But great marketing always treats the product with reverence and Carlton Draught never disappoints in this area.” 

The campaign will come to life across TV, OOH, Digital, PR, and AFL Sponsorship.



Client: Carlton & United Breweries

General Manager – Marketing CUB: Nicole McMillan

Head of Classic Beer Brands – Marketing: Sarah Wilcox

Marketing Manager - Carlton Draught: Zac Gelman

Assistant Brand Manager - Carlton Draught: Tess Penfold


Creative Agency: Clemenger BBDO

Production: Director - Steve Ayson (3&7)

Executive Producer/Producer: Julianne Shelton

Cinematographer: Sam Chiplin

Casting Director: Peta Einberg

Production Designer: Damien Drew

Costume: Paula Ryan

Offline Editor: Jack Hutchings ℅ ARC Edit

Offline Producer: Winnie O’Neill

Colourist: Billy Wychgel

Music Composition/Execution: Sonar Music

Sound House: Rumble Studios

Sound Engineer: Anthony Aston

Related Content

Latest Campaigns

comments powered by Disqus