MELBOURNE, AUSTRALIA – Carlton & United Breweries’ Carlton Zero zero-alcohol beer has launched a new campaign, encouraging all Australians to ‘Rewrite the Rules’.
Created by Clemenger BBDO Melbourne as a triumphant celebration of the fact that Carlton Zero has zero percent alcohol, the campaign shows drinkers that they are free to rewrite the rules of beer drinking and do all the things they usually couldn’t with a beer in hand.
Carlton Zero | Rewrite The Rules
In turn, the campaign rewrites the tropes and rules of traditional beer advertising. Who better to star than an actor who has been in just about more classic Australian beer ads than anyone else? Once he realises there’s a Carlton Zero in his hand, he joyously does all the things he’s only ever dreamed of doing in a beer ad, like swimming, operating a jackhammer and getting behind the wheel…. of a flaming dragster.
Carlton Zero Brand Director, Hayden Turner, said, “We’ve all been in situations where we find ourselves wanting to have a beer but it’s just not appropriate. Carlton Zero gives beer drinkers the freedom to partake in these occasions without having to worry about what comes next. Our TVC embodies this through the guise of the Beer Man, who’s finally free to do all the things he’s been longing for… after having his beer.”
Clemenger BBDO Melbourne Executive Creative Director, Jim Curtis, said, “For many years this particular actor has graced our screens—drinking beer after beer. So, it was a real honour to help him finally live out his dreams and indulge in activities such as swimming, building and driving. At one point he even drank more than one Carlton Zero at the same time.”
The campaign is supported by OOH, Radio, Trade and Social activities. The 30” TVC shot by Aussie Director Matt Devine can be viewed here.
Credits:
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Hayden Turner – Brand Director, Classic
Stephen McWilliams – Marketing Manager, Carlton
Sophia O’Beirne – Assistant Brand Manager, Carlton
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Social: CUBHouse
Production:
Matt Devine – Director
Lachlan Milne – DOP
Dan Lee – Editor
Revolver – Production Company
Caroline Kruck – Producer
Michael Ritchie – Executive Producer
Pip Smart – Executive Producer
Level Two Music – Music Production
Arc – Offline Edit
Heckler – Grade and Online
Rumble – Sound House
Danny Long Casting – Casting
