Foster’s Australia latest campaign in the “made from beer” series for Carlton Draught has launched with an online first strategy with the TVC launching next month.
The visual spectacular, shot in New Zealand, and referencing famous films and big budget TVCs from yesteryear, shows crowds of men in different coloured choir robes running across a paddock, singing along to Carmina Burana with lines such as “it’s a big ad…expensive ad…this ad better sell some bloody beer”. As they come together they get into formation to create an image that from the air looks like a man drinking a beer.
The company reports the ad has now been viewed 446,000 times as far afield as Germany, India and the UK, and has also generated widespread mentions on blog sites and in the media in programs including The Footy Show, A Current Affair and Weekend Sunrise.
The ad launched on the Carlton Draught website last Thursday morning and by Friday morning had had 162,000 viewings.
The campaign proper launches in two weeks with radio, outdoor and point-of-sale.
Credits: George Patterson Partners Melbourne, creative director James McGrath, creatives Ant Keogh (writer) and Grant Rutherford (art director), director Paul Middleditch, cinematographer Andrew Lesnie, production company Plaza Films, agency producer Pip Heming, producer Peter Masterton, visual effectsAnimal Logic, editorPeter Whitmore The Winning Post, music directorCezary Skubiszewski.
