The return of the big beer ad: Carlton Draught back on TV after five years

Lindsay Bennett
By Lindsay Bennett | 29 September 2017

After a five year hiatus, Carlton Draught is returning to TV with a bold campaign that is reminiscent of the big beer ads of the 90s. 

The new ad has a distinct 70s flavour and shows a basketball team hit a bar and get the beer flowing.

The '46ers' idea was born out of the insight a fresh keg of Carlton Draught is changed every 46 seconds.

The brand, which was made famous by its iconic 'Big Ad' in 2005, as well as other beer labels, have moved away from big advertising campaigns in recent years.

CUB head of classic brands Tim Ovadia says the ad shows the brand doesn't take itself too seriously, with Clemenger injecting "classic Carlton humour".

“Communicating rational messages doesn’t need to be boring, if it is, people switch off and you’ve wasted your money.

“It says Brewery Fresh on our label and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers. The fact that in Australia we turn over a keg every 46 seconds means that our beer tastes just like it does straight from the tank at the brewery."

Clemenger BBDO Melbourne creative director Richard Williams and Antony Phillips add: “After spending the last few years on the side lines, it’s exciting to once again be developing work for Australia’s freshest tap beer, Carlton Draught.”

The ad will run throughout the AFL Grand Final coverage on Saturday, which is the highest rating sport event of the year.

Carlton Draught is the official beer of the AFL and this partnership is the longest standing sports sponsorship in the world.

The campaign will also see 90”, 30”, 15” and 6” films, off and on premise activity and behind-the-scenes footage from the shoot distributed across Carlton Draught’s social channels.

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