You know that warmer weather is just around the corner when the first buds of spring start to bloom and the first beer ads of summer start to appear….

Media Release

THE BEER CHASE IS ON AS CARLTON DRAUGHT LAUNCHES NEW TV AD

http://youtu.be/_GbHpqfv9is

Carlton Draught, Australia’s number one draught beer, will show Aussies there’s not much that can separate a man from his beer in Beer Chase, the latest ad in the much-loved MadeFrom Beer series. The campaign launches online today (Thursday 30th August) with an extended 90” version, before going live on TV during the AFL and NRL footy finals on Channels 7 and 9 on Friday, 7 September. The new ad is the latest in a history of award-winning and memorable ads for Carlton Draught, including The Big Ad, Flash Beer and most recently SloMo. You can view the ad for yourself now at www.bit.ly/SV95Xm

With Beer Chase you can expect action movie clichés, bank robbers, a rocking 1980s track, and a classic cops and robbers car chase…all with a unique Carlton Draught spin. Created by Clemenger BBDO Melbourne and written by the same team behind Slo Mo, the ad is a fresh take on the highly successful Made From Beer campaign. It will be a big part of Carlton Draught’s year-round activity that aims to get people back to the pub and enjoying a brewery fresh glass of Carlton Draught.

Andrew Meldrum, General Manager of Marketing for Carlton, says: “There’s a lot to live up to when you sit down to create a new Carlton Draught ad, but fortunately I’m blessed to work with some incredibly talented people both at the brewery and at our creative agency, and so it always ends up being a truly joyous experience. At Carlton, we believe that beer ads should be fun. With the Made From Beer campaign we’ve always set out to remind us all not to take ourselves too seriously, and we try to do it in a way that puts a smile on people’s faces. We hope this latest instalment continues that tradition.”

Ant Keogh, Executive Creative Director of Clemenger Melbourne BBDO, adds: “Beer Chase is a parody of the clichéd, over-the-top Hollywood car chase. We used some poetic licence with the locations so they would match your expectations of a classic car chase.”

The ad opens with four unassuming bank robbers keen for a fresh Carlton Draught after a seemingly successful heist. As they go to take their first sip the barman tips them off to four off-duty cops also positioned at the bar, while the camera pans out to show that the whole bar in fact is full of off-duty cops.

With a suspicious bag full of cash by their feet, the hapless robbers run out of the pub to their getaway car while still holding their Carlton Draughts. At the car they’re faced with a dilemma: put their beers down and drive off, or hold on to their Carlton Draughts? The chase begins… with beers in hand.

In addition to the 90 second spot, the campaign also features a 60 second version that will be the lead TV launch creative, as well as three 30 second cut downs that all hero different scenes from the chase. In addition to the footy finals, the campaign will be seen across general programing on both free to air and pay TV, targeting programs that appeal to guys aged 18-54, as well as in movies that feature great chase scenes.

There’s nothing better than watching the footy finals over a few beers at the pub and with Beer Chase airing throughout the AFL and NRL finals series, you’ll be seeing it on your pub screens over the next few weeks. With its roots in the front bars of pubs all across Victoria, Carlton Draught is now proudly forging a national footprint, leading the drive to get people back into their local right across Australia.