"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.
Credits:
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
