Clemenger BBDO, Melbourne’s controversial Carlton Draught spots finally released online

EXCLUSIVE – CUB and Clemenger Melbourne has finally launched its controversial new Carlton Draught campaignonline (in the last few minutes), but it is unclear when – if ever – the spots will ever make it to free to air TV or cinema.

Breaking with a tradition of ‘big ads’ the new series of seven spotsfeature a musical trio who appear in ordinary situations and narratethe thoughts of guys who would rather be having a beer. In each ad, theguys are told by a part of their body – a leg, an elbow, a wart,’goolies’, a ‘weenis’ –  that they should go and meet their friends andhave fun. Tagline: Made From Beer.

Thisis the sixth campaign written by Clemenger BBDO, Melbourne executivecreative director Ant Keogh, who co-created (with Grant Rutherford, nowECD of DDB Melbourne)theMade From Beer campaign in 2003, including The Big Ad in 2005.

Thespots were directed by the world’s hottest director Tom Kuntz (MJZ)winner of OutstandingCommercial Direction at the Directors Guild of America Awards in LA. Hewas previously nominated in 2006 and 2008. (Kuntz won for a series ofcomedy spots that included careerbuilder.com ‘Tips’, Skittles ‘Tailor’,Old Spice ‘Scents for Gents’ and Cadbury ‘Eyebrow Dance’.) The ads werefilmed in Melbourne during January. The music for these spots wascomposed by Ant Keogh and performed by a musical trio cast from L.A.Keogh, in fact, ended up performing some of the guitar parts on thefinished ads.

Fosters Brewing canned the campaign back in February after one keyexecutive at Fosters deemed the series of quirky spots too edgy.However, a source within the Carlton Draught sales force told CampaignBrief at the time that the sales team loved them and were 100 percent behind thenew campaign, and that they had high hopes the work would eventuallysee the light of day following more research.

Clemenger BBDO, Melbourne executive creative director Ant Keogh toldCampaign Brief: “When we wrote The Big Ad, it seemed fresh. We wantedto create thatsame feeling again and to do that you need to break the formula.”

“Early in the process, I’d watched a few research groups and noticedmany guys discussing themes of dissatisfaction with their working life.This led, indirectly, to the first execution I came up with: ‘Leg’. Butas far as the ‘Musical Trio’ idea, there was no real trigger exceptthat I’m a musician and music was part of Carlton Draught’s DNA forthe last few years. Big Ad was a musical idea really.”

“Tomoffered us the full package: music video director, a performancedirector and a physical-comedy guy. He was the stand-out obviouschoice,” said Keogh.

Creative:

Agency: Clemenger BBDO Melbourne.

Creative Chairman: James McGrath

Executive Creative Director / Writer / Art Director: Ant Keogh

Agency Executive Producer: Sonia von Bibra

Director of Client Service: Paul McMillan

Account Director; Michael McKeown

Account Manager: Samuel Mackisack

Strategy Planner: Michael Derapas

Music: Ant Keogh

Performed by Matt Gourley, Brandon Moynihan, Jack Harding

Production:

Film Director: Tom Kuntz (MJZ films)

Production Executive Producer: Jeff Scruton (MJZ Films)

Line Producer: Wilf Sweetland (Exit Films)

DOP: Jac Fitzgerald

Production Designer: Elizabeth Mary Moore

Casting:

Melbourne: Chameleon – Fiona Dann

Sydney: Fountainhead Casting – Antonia Murphy

Brisbane – Miss Jane Casting – Jane Trotter

LA – Shooting from the Hip Casting – Francene Selkirk-Ackerman

Post Production:

Editor: Jack Hutchings (The Butchery)

Digital SFX: Digital Pictures Melbourne

Colourist: Martin Greer

Flame Artist: Eugene Richards

Music Engineer: James Cecil/ Cornel Wilczek (Electric Dreams Studio)

Sound Mix: Paul LeCoutier (Flagstaff)

CUB

Marketing Director: Peter Sinclair

Group Marketing Manager: Vincent Ruiu

Senior Brand Manager: Richard Oppy