Select Page

Carlton Brewery’s Australian Advertising Gems 

Advertising Agencies Clemenger BBDO Melbourne, and Y&R ANZ Sydney, formerly known as George Patterson Y&R, have produced some remarkable commercials for Carlton United Breweries, and their flagship brand Carlton Draught.

Carlton’s film-scenarios, imbued with contagious Australian humour, are rated by many advertising industry professionals, as some of the best commercials ever to be produced for a beer brand. 

1. Carlton Dry, Hello Beer

Advertising Agency: Clemenger BBDO, Melbourne, Australia 

Directed by New Zealand filmmaker, actor, and Academy Award winner of Best Adapted Screenplay, Taika Waititi, the ‘Hello Beer’ campaign of 8 short Carlton Dry commercials, is viewing entertainment at its best.

The inventive shenanigans of four Carlton beer-loving mates, who share a house together, are hilariously wacky.

Carlton and United Breweries’ General Manager, Andrew Meldrum described the commercials as having a fresh, fun feel, and hoped Carlton drinkers would be able to relate to some of the scenarios. “Perhaps upside down dancing will become mainstream? If so, our apologies,”

 2. Carlton Draught, Beer Chase

Advertising Agency: Clemenger BBDO, Melbourne, Australia

This humorous spoof of a classic Hollywood, L.A. cops chase scene, superbly directed by filmmaker Steve Ayson, is one of my all time favourite beer commercials.

When ‘Beer Chase’ was released online, it motivated a staggering 2 million views in 6 days, and went on to win Bronze and Gold Cannes Lions, in the ‘Alcoholic drinks’ and ‘Direction’ categories, and a New York Festival Gold World Medal.

3. Carlton Draught, Fresh Brewery Team

Advertising Agency: Clemenger BBDO, Melbourne, Australia

Directed by filmmaker Brian Aldrich, the 1970’s Harlem Globetrotters inspired commercial, features a Carlton Brewery team of keg-wielding, basketball players. 

The highly entertaining antics of the ‘46ers’ centres on the claim, that in Australia, a keg of Carlton Draught is changed every 46 seconds.

Tim Ovadia, head of classic brands at Carlton and United Breweries, explained the commercial’s rationale: 

“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.”

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

4. Carlton Draught, Slow Motion

Advertising Agency: Clemenger BBDO, Melbourne, Australia

Directed by filmmaker Paul Middleditch, the compellingly humorous Carlton ‘Slo Mo’ commercial, won a Gold Lion and a Film Grand Prix at Cannes.

The scenario plays out in slow motion to a soundtrack of an aria, from the final act of Puccini’s opera Turandot, titled Nessun Dorma (None Shall Sleep).

The lyrics of Puccini’s aria were creatively amended for the commercial, and are vey amusing. 

Men in slow motion.
Men look much better in slow motion.

It makes me want to sing quite loud.
Now, now, I want a Carlton Draught, chips and lasagna.
Men in slow mo…
In slow mo…
Slow motion.
Blah blah blah…
Slow motion.

5. Carlton Draught, FlashBeer

Advertising Agency: Y&R ANZ, Sydney, Australia

Carlton Draught’s ‘FlashBeer’ is an amusing parody of the global box-office hit ‘Flashdance’, by film producer and director Adrian Lyne.

The 1983 American romantic drama about a young, female steel-mill worker, who aspires to become a professional dancer, featured upcoming film star, Jennifer Beals.

The setting of the audition scene in ‘Flashdance’ was faithfully recreated for the ‘FlashBeer’ film-scenario, and skilfully directed by filmmaker Paul Middleditch with a deft comedic touch.

To a soundtrack of Irene Cara’s Oscar-winning ‘What A Feeling’, unlikely looking candidate Kevin Kavendish’s auditioning dance routines, and the judging panel’s reactions, are well-acted and highly entertaining to view.

6. Carlton Draught, Big Ad 

Advertising Agency: Y&R ANZ, Sydney, Australia 

Composer Carl Orffs “O Fortuna” from his ‘Carmina Burana’ cantata, drives this entertaining parody of ‘advertising epics’, with a resonating soundtrack of adapted cantata chorus lyrics.

Filmed in a valley near Queenstown, New Zealand, and directed by filmmaker Paul Middleditch, ‘Big Ad’ won a Cannes Gold Lion, was declared Commercial of the Decade by Campaign Brief, and in 2018, was selected by the Metropolitan Museum of Modern Art New York, for inclusion in their Permanent Collection.

It’s a big ad. Very big ad.
It’s a big ad we’re in. It’s a big ad.
My God it’s big! Can’t believe how big it is!
It’s a big ad! For Carlton Draught!
It’s just so freaking HUGE!
It’s a big ad! Expensive ad!
This ad better sell some bloo-oo-oo-oody beer!