We like beer at The Reel. Frankly, give any of us a fermented alco-drink and we’re happy as Larry. However, beer ads often don’t live up to the lovely stuff they’re promoting. Sure, Carling produced some tasty spots recently for matey pub-goers, and Guinness can always be called on for eye-popper of an ad, but when it comes to a joyful celebration of a brew there’s one country that towers above all others – Australia. With the recent launch of Carlton Draught’s new execution ‘Skytroop’, we thought it was time to take a look at some of the beauts the brand has dished out in the past.
In August 2005 Carlton Draft took larging it to the next level with its ‘Big Ad’. Visually reminiscent of the enormous battle scenes seen in movies such as Lord Of The Rings and Troy, the spot subverted its appearance by drawing attention to the scale of itself. Therefore, instead of troops’ rallying battle cries we instead hear lyrics alluding to the fact that the ad is ‘freaking HUGE’. Seeded virally beforehand and hosted on its own website two weeks before its on-air launch, the ad captured imaginations and awards (including a Gold Lion) in its wake. We’ve found a cool little Making Of here if you want to know more.
Following on from the majesty of the ‘Big Ad’, the folks at George Patterson Y&R decided to scale down the cast and scale up the dance. The result is ‘Flashbeer’, a sublime Flashdance spoof in which portly brewer applicant Kevin Kavendish chooses to wow the interview panel with his moves rather than experience. Despite the movie being consistently subject to a number of homages (both ad and promo alike – watch at your own risk!), Flashbeer - continuing the brand’s brilliantly nonsensical ‘Made from Beer’ campaign - joyously won hearts and yet more awards with its charming execution and wonderfully 80’s coda.
So on to ‘Skytroop’, the latest execution in the campaign. Continuing the tradition of not taking itself too seriously, the spot focuses on the impressive display of an oversized skydiving troop. However, a slight lack of forsight leaves the heavy beer-can container to blaze its own trail through a suburban setting. Again formulated by creative team Ant Keoth and Grant Rutherford and directed by Plaza Films’ Paul Middleditch, the spot retains the feel of its predecessors (not least the scale of the ‘Big Ad’) and may well be one to look out for come awards season.
For Reel subscribers wanting to get all the credit info on the ads mentioned here, or just interested in Carlton’s TV history, click on this link.
In August 2005 Carlton Draft took larging it to the next level with its ‘Big Ad’. Visually reminiscent of the enormous battle scenes seen in movies such as Lord Of The Rings and Troy, the spot subverted its appearance by drawing attention to the scale of itself. Therefore, instead of troops’ rallying battle cries we instead hear lyrics alluding to the fact that the ad is ‘freaking HUGE’. Seeded virally beforehand and hosted on its own website two weeks before its on-air launch, the ad captured imaginations and awards (including a Gold Lion) in its wake. We’ve found a cool little Making Of here if you want to know more.
Following on from the majesty of the ‘Big Ad’, the folks at George Patterson Y&R decided to scale down the cast and scale up the dance. The result is ‘Flashbeer’, a sublime Flashdance spoof in which portly brewer applicant Kevin Kavendish chooses to wow the interview panel with his moves rather than experience. Despite the movie being consistently subject to a number of homages (both ad and promo alike – watch at your own risk!), Flashbeer - continuing the brand’s brilliantly nonsensical ‘Made from Beer’ campaign - joyously won hearts and yet more awards with its charming execution and wonderfully 80’s coda.
So on to ‘Skytroop’, the latest execution in the campaign. Continuing the tradition of not taking itself too seriously, the spot focuses on the impressive display of an oversized skydiving troop. However, a slight lack of forsight leaves the heavy beer-can container to blaze its own trail through a suburban setting. Again formulated by creative team Ant Keoth and Grant Rutherford and directed by Plaza Films’ Paul Middleditch, the spot retains the feel of its predecessors (not least the scale of the ‘Big Ad’) and may well be one to look out for come awards season.
For Reel subscribers wanting to get all the credit info on the ads mentioned here, or just interested in Carlton’s TV history, click on this link.
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