Clemenger BBDO Melbourne has created a series of ‘#HelloBeer’ ads for Carlton Dry that are a celebration of “kicking back with mates and having a good time”.
The ads, are “everything the brand represents”, and feature a crew of inventive housemates who appear to have a lot of time on their hands.
From dancing in upside down suits, eating hotdogs cooked in a dishwasher and working out in sync with a lycra-heavy women’s exercise tape, there’s nothing blokey these mates haven’t tried.
Andrew Meldrum, CUB’s general manager Carlton Dry, said: “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.”
“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.”
Flight of the Concords directors Taika Waititi worked with Clemenger BBDO Melbourne to create the series of eight ads (below).
Clemenger BBDO Melbourne’s Ant Keogh said: “With these ads, the idea was to entertain first, but in a way that ensured you remembered the brand.”
CREDITS: CLIENT: CUB General Manager of Marketing: Andrew Meldrum Marketing Manager: Michael McKeown Brand Manager: Robin Elder CREATIVE AGENCY: Clemenger BBDO Melbourne
Creative Chairman: James McGrath Executive Creative Director: Ant Keogh Senior Creative: Nic Buckingham Senior Creative: Russell Fox Executive Producer: Sonia von Bibra Managing Partner: Paul McMillan Account Director: Nick Darrigan Account Executive: Chris Baker Planning Director: Michael Derepas Planner: Matt Pearce PRODUCTION COMPANY: Curious Films Director: Taika Waititi Executive Producer: Matt Noonan DOP: DJ Stipsen POST PRODUCTION: The Refinery Editor: Tom Eagles @ Curious Audio: Flagstaff Studios MEDIA AGENCY: Mediacom Melbourne