Hello beer: Carlton Dry ads refreshingly different

By AdNews | 12 December 2013

Binocular golf, skateboard slam dunks, homemade inflatable sumo suits, leopard print leotards, hot dogs cooked in the dishwasher. Carlton & United Breweries admits its latest batch of Carlton Dry ads are a bit different.

The brand has teamed up with Flight of the Conchords director Taika Waititi to produce the series. He worked with Clemenger BBDO Melbourne to make the eight spots in 15 and 30 second formats.

“The Carlton Dry brand is about fun, and the ‘Hello Beer’ construct is about welcoming the possibilities that exist when mates get together and get a bit inventive. This summer we’re taking the campaign from stills into moving pictures which will help to broaden our presence in digital, cinema and TV," said CUB general manager Carlton Dry, Andrew Meldrum.

“We think the spots have a fresh, fun feel and we hope our drinkers will relate to some of the scenarios. Perhaps upside down dancing will become mainstream? If so, our apologies,”

Ant Keogh of Clemenger BBDO Melbourne said: “With these ads, the idea was to entertain first, but in a way that ensured you remembered the brand.”

The ads rollout this summer across television, digital, YouTube pre-roll and will be shown in cinemas at screenings for the movie Anchorman 2.



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