Carlton Draught's 'Skytroop' drops into cyberspace

Picture 1.pngAfter two weeks exclusively in cinemas across Australia, Clemenger BBDO Melbourne's  'Skytroop' blockbuster for Carlton Draught has been released on the net.
See the spot @  WWW.SKYTROOP.COM

Agency: Clemenger BBDO Melbourne.
Executive Creative Director: James McGrath
Creative Director (& Writer): Ant Keogh
Creative Director (& Art Director): Grant Rutherford
Agency Producer: Julie Rutherford
Director: Paul Middleditch
Producer: Peter Masterton
Production Company: Plaza Films
Editor: Peter Whitmore @ The Editors
Digital SFX: Animal Logic
Flame Artist: Angus Wilson
Sound: Park Road Studios. Nigel Scott/Michael Hedges
Fosters Marketing Director: Cameron McFarlane
Account Director: Paul McMillan/Phil Baker/Helen Fitzsimons
Strategy Planner: Paul Reese-Jones

174 Comments

Anonymous said:

A worthy successor to the big ad! well done to all involved.

Anonymous said:

Better than Big Ad.

Anonymous said:

i mean its cool, like mega cool....but its like the sequel thing to an awesome movie.

still, very very well done. kudos to ant and grant and the team.

much better than the ditchs last effort with pure blond thats for sure.

Anonymous said:


Oh dear.

Big Ad made me send the link around the world instantly. This won't.

This is just a great big, well, wasted opportunity basically.

Enormously hammy guys. Not even a giggle, and I love a good giggle me.

Anonymous said:

Everybody is so scared to say anything about this. So let's get the ball rolling. It is definitely Carlton Draught. Big, My god is Big, expensive, well directed, well art directed, wacky, irreverent and done by the hottest creative team in the land, on a style they have definitely made their own. Bravo. Punters will love it, they will comment on it: "Did you see this? Isn't it funny? Grandiose!" However, how good it really is? It feels that with every execution after Big Ad the idea 'Made from Beer' dies a little more. Yes, I do see the big spectacular half time show as the way in to it, but it is not as insightful as before. Or as witty as 'Canoe' or 'Horses'. Will it be the best beer commercial this year? Maybe. Let's wait for Droga 5 to answer that question for us. My feeling is that the sideshow spectacular is chocking the idea and this time i reckon is for good.

Anonymous said:

I really wanted to love it, I really did. But no, it's big, big, big, but it didn't even make me chuckle. The SFX and CGI are really cheesy too. A big expensive nothing. Sad, sad, sad.

Anonymous said:

Saw it in the cinema and the punters loved it. Well done dudes.

Anonymous said:

It feels like the sort of ad that the big ad was taking the piss out of to me.

Anonymous said:

Without question a beautifully produced spot. But... and (like Oprah) its a big but... it just wasnt funny. What a shame.

Anonymous said:

I got a laugh, but in the back of my head was '$9 million dollars on this?'

The end bit was funny, "Not going to make me buy it."

Maybe the flow was a bit out, I think recutting it would appease 2:11pm... make it shorter, you're not really saying a lot anyway.

Anonymous said:

Good but not great.

Still infinitely better than that awful new Hahn Super Dry poop

Anonymous said:

No.

No, no, no, no, no.

What a frigging waste of money.

Anonymous said:

I think if you cut straight from the stadium to the old couple you'd have a much funnier ad. The jag / houses seemed a little bit of a waste of time / money.

Anonymous said:

Um...it's something.

Anonymous said:

I really wanted to like it. I watched it three times... but in the end I didn't.
'Big ad' took the piss out of big ads and this is... well, a big ad. Big expensive ad.

Having said it's shit in a round about way I think the punters will love it.
Big dumb fun!

Anonymous said:

I think it would make a fantastic Tooheys new ad.

Anonymous said:

I was very disappointed. It wasn't funny at all, dragged on a bit too long and yeah, a let down really.

Anonymous said:

I like this lots. Big and stupid. I'm presuming the cutdown will be what makes it to TV. Well done to all involved.

Anonymous said:

Man I really, really, really, really wanted to love it. But I didn't. I really didn't.

It's a big ad, but it isn't another Big Ad. Soooo much money, sooo much wasted opportunity.

Still it'll sell shit loads of beer and that's the main thing. Punters will love it, but to me it's exactly that the Big Ad was taking the piss out of.

Anonymous said:

Well Done. Stop bitching.

Anonymous said:

An eerily similar version of this was presented to Fosters by Patts just before they were dumped.
How odd that Clems managed to get the idea through.

Anonymous said:

I never cracked a smile, while, 'Horses', 'Canoe', and 'Big Ad' made me laugh out loud. I wanted to like it guys but i couldn't.

Anonymous said:

It rocks! Funny to see people trying to tear down something good.

Anonymous said:

snoozefest

Anonymous said:

Cut it down to a 60 and you're on to something. This version is long and boring. And what the fark is going on with the effects? Ham central.

Anonymous said:

I wanted to like it but this ad is like the 'Water World' movie of the ad world.
A very expensive flop.
May have been funnier with Kevin Costner in it.

david said:

2.47 > couldn't agree more. THis is scale at the expense of smarts and all the shallower for it.

Anonymous said:

It's pretty good. It's funny in bits, the guys reactions when they first jump out of the plane is nice. The 'wow' bit ain't that funny and the carnage gags wrecked by the out of control can feels like they could have been funnier. The fat guy who's last one out made me laugh a bit but I reckon that could have been a better gag too.
That said, I'd love to have it on my reel.
A tough brief to top big ad innit, like trying to write the sequel to wassup.

Anonymous said:

Patts - Clems

1-0

Anonymous said:

Awesome. Love it. at last some good work on a real client. Other marketers might even notice this.

Anonymous said:

I was wondering when AAMI were going to bring back their old campaign

Anonymous said:


Anyone who thinks this is a brilliant ad is utterly fucked.

It's a mildly amusing and incredibly derivative bit of film making.

Nothing, absolutely nothing about it is original or clever.

But most of all, nothing, absolutely nothing about it has anything to do with beer or the selling of beer.

Good luck to the people behind it.

It's rare indeed to find someone willing to give you millions of dollars to indulge any little fantasy that comes your way.

Anonymous said:

Let's see what the awards say. I think this will kill it.

Anonymous said:


Step aside Commbank.

You've just been overtaken in the award for the biggest waste of money in recent Australian advertising history.

Anonymous said:

I like it. I don't see the need for the WOW though. does it add anything?
Otherwise nice and not what I was expecting.

Anonymous said:

Soundtrack was woeful.

I know it's a song everyone knows, but ever seen Everybody loves raymond?

Anonymous said:

Ok, now I've seen it five times. I thinks it stinks. Sorry. What I miss most is the quirky touches of Ant and Grant. I know they wrote it, but I don't "see them" in this.

Anonymous said:

3.50...you do actually know that it was the same people...right? Same pretty much everything.

....and I reckon this will sell a truckload of booze. Well done lads.

Anonymous said:

This ad isn't the kind of ad big ad was taking the piss out of, because this ad also takes the piss out of itself. Great stuff. keep em coming.

Anonymous said:

4.12 -what are you talking about, this has nothing to do with beer? It has as much to do with beer as the Big Ad and that sold a lot of beer. You really think anyone will watch this and not know what brand it's for? You probably want to see three blokes in a pub.

Anonymous said:


Is it original? No.
Is it really clever? No.
Is it really funny? No.
It's an OK ad by two better than OK creatives.


Anonymous said:

Too often I'm like half the posters on this blog- sitting on the sidelines taking cleverly crafted potshots.

Couldn't do it this time - well done to all involved, looks like a lot of hard work has created an ad that made me giggle 4 times all told.

Sometimes I think we lose sight in here that we're not entertaining just ourselves- we're engaging the masses. And this ad does it.

Thumbs up.

Anonymous said:

This is just what Fosters did to the Boony Doll, took an original and brilliant idea, then squeezed the life out of it with a series of predictable sequels. Time for a new idea, please!

Anonymous said:

Time to get a new idea boys, the Carlton Campaign is officially looking tired.

Anonymous said:

Just a big sequel. Disappointing.

Anonymous said:

I really wanted to like it, but it is just to American looking and not original enough. Bummer.

Anonymous said:

Rocky 5 was also a big buget flop.

barry crondyke said:

what a nasty little bunch of tosspots you critics are - i mean really - fuck if this isn't a pretty good ad were all fucked... nice work - i hope everyone else dies tonight - slowly....

Anonymous said:

Looks more like the expensive B-grade ads that Tooheys New have been doing in recent years.

Anonymous said:

The Emperor has new clothes

Anonymous said:

I'm not sure I believe what I am seeing here. I was freelancing at Patts last year and definitely remember all the excitement about a concept involving a huge parody of opening ceremony spectaculars. I also remember the client saying they didn't think it pushed the brand forward enough. The Patts, Fosters, Clems thing has such a rotten funk about it. I feel sorry for the losing side.

Anonymous said:


So, when the ad ended, did you feel like a beer?

Did you think, Christ, what I feel like right now is a Carlton Draught?

Didn't think so.

You might have been entertained. (I wasn't.) But the end take out was... what?

Nothing much at all, really.

Anonymous said:

Mmmmm, truckload of booze.

Anonymous said:


Whoever said Patts 1 Clems 0...

If you were referring to the recent Schweppes ad, I'd agree.

The Schweppes ad (probably, what, 5% of the Carlton budget) manages to combine a lovely idea and lovely execution with a real selling message. Makes me want to drink a Schweppes.

But this skydiver stuff? Yeah, zero is about the right score.

Anonymous said:


If I recall, there was a Foster's LightIce ad a few years ago that used skydivers.

It was funnier than this.

And it had a brand idea that was about the beer.

Terrt T said:

Let's be honest here...Does a 9 million dollar budget hide the fact that this latest successor to the big ad has absolutely no idea, no insight or no brand defining quality to it what so ever?

What's Carlton Draught all about anyway? Is it colder, does it taste better, does it make you less thirsty after a week of working your arse off? How knows...

Since when did beer ads become a competition on the best way to outspend each other on production rather than coming up with the best idea that's alighned to the defining attributes of the product?

F*ck, gimme 9 million bucks and I'll make this work for any brand....

Anonymous said:

A large group of computer animated blokes who come together to form a giant glass of beer, then comically clutz it up, before making the point that it is just a big ad. This is the same idea as big ad. Funny it might be, but original it is not.

Anonymous said:

It's more Tooheys New than Carlton Draught.

Ironic really - while Tooheys New have been trying to match the Big Ad and failing, turns out Carlton have been doing exactly the same thing!!

Anonymous said:

Utterly appalling...
are you kidding
what is funny???

WHAT WHAT WHAT is with the VFX??? bad comp, bad everything
too long too boring NOT the big ad we were expecting....

Anonymous said:

Trust this blog to criticize Beethoven!

Anonymous said:

A big bronze MADC at best!

Anonymous said:

How dare anyone criticize Clems

Stop it now or they might begin to think that they aren't as good as their hype.

David Johnson - Not afraid to be anonymous said:

I can see most of you talentless hacks standing around during The Rapture and yawning.

Anonymous said:

Well 4.38, the soundtrack was Ode to Joy.

You might remember the bloke who did it - some hack named Beethoven.

Still, your comment is probably fair. As cliched tracks go, it's up there with the best of them, used on average a dozen times a year.

I await Ride of the Valkyries for the next ad.

And that'll be that. I suspect three classical tracks would cover the full knowledge of the people doing these 'ads'.

JR said:

oh for god's sake. Once and for all, it WAS NOT 9MILL to produce. It was less than a third of that. This is, for those who had the idea it should be shorter, the cinema cut. It will indeed be shorter and snappier when it gets to air. I think the vid SFX are pretty good.... but do you realise how little there are in here? Most of it was shot for real. (not necessarily full scale, but for real).... and.. the Foster's Light Ice ad was not as funny. I worked on that too. Thanks to those that liked, it, sorry to those from Patts that did not. The client seems to like it, as do the cinema punters. So, onward! I hope the cutdowns meet with your collective approval....

Anonymous said:

Aaahahahahahahaha.

You negative fucks are pathetic.

I know it hurts you... hurts you so bad when someone else makes an ad that's decent. It gets you so angry that you want to piss on it... smash it... because the people who wrote it don't deserve it... you do.

So you lie in wait... hitting refresh on the blog every few minutes... just waiting for that new piece of work to be put up so you can pounce.

You're a bunch of pathetic bitches.

I feel sorry for you.

Now vent your fury at me because I don't and won't give a fuck.

Aahahahahahahahaha.

Anonymous said:

I saw it in the cinema too. Audience reaction was great - they obviously love it. Who cares what we think really? Most of us are out of touch. Seriously. Anyway let's get back to doing scams, it's much easier.

Anonymous said:

How dare anyone criticize anonymous

Stop it now or they might begin to think that they aren't as good as their hype.

Anonymous said:

All you old ad fuckers get over it. The shit ads you kicked out are as outdated as your views. Your time is over. Get over it and move on.

Well done Ant and Grant. I look forward to sharing a drop next time you are in Syd.

The pelican.

Anonymous said:

Big Ad yes.
Shit ad. Yes.

Anonymous said:

Sky Poop

Anonymous said:

I was at the pub the other night and two blokes - unrelated to this big, bad, bitchy world of advertising came in after seeing a film... we got to chatting and eventually - one of them brought up the ad - which, at that stage - I hadn't seen. They LOVED it. Raved - your everyday drinker, loved it.
Oh... and, they bought Carlton.
The blokes - the ones who buy beer - they loved it.

Anonymous said:

I liked it. Not the best ad ever, but certainly not the worst. On brand. It's a fun ad, not a funny ad. That's not necessarily a bad thing. I think it carries the torch.

And 4.17 - How the fuck can you compare this to Commbank? That's firmly got its place in the Hall of Fame of shit ads, it's gonna be a while before we see that bad boy taken down.


Anonymous said:

Pelican, I don't think it's us old fuckers who are panning this, it's the young fogies who can't stand to see ads that don't follow the current trend to be super-cool ie: utterly incomprehensible.

I'm sure the punters will love this, and from the reports above, it's received enthusiastically positive reactions in the cinemas.

Have any of you pissants who are so scathingly critical of this ad ever been sitting in a cinema when your ad came on and witnessed the person in front of you nudge their friend and say "Hey, watch this, it's really good."?

I have. It's the best feeling in the world.

We have the power to move people with our work.

Critics: try thinking beyond the next trend/award jury.

Love, Monty

Anonymous said:

So if this ad isn't original, where are all the other ads/films where 100s of guys jump out of a falling glass of beer?

Anonymous said:

5.27. I think we all know the people in the street will be raving about this Carlton Ad to their friends, not Schweppes (as good as I think it is).

Anonymous said:

Julian Lee SMH
February 28, 2008
SEVEN years ago Carlton Draught's share of the $6 billion beer market had almost halved to sit at 3 per cent. Today its share has climbed to nearly 8 per cent and it is the No. 2 beer brand behind Victoria Bitter and ahead of rival Tooheys New.

Enough said.

Anonymous said:

Hey, 5.59. No one with the initials JR had anything to do with the Light Ice skydivers ad.

Anonymous said:

You're all pathetic.

Get a life.

Anonymous said:

Somehow I don't think the guys that wrote all the other Carlton Ads would need to rip off Patts for an idea.

Anonymous said:

After all the bad comments 'TED' and Tooheys received, why do i get the feeling most of these comments are coming from BMF and Saatchi?

But ......In saying that .... the ad isn't very good. Sorry guys :-(

Anonymous said:

If it sells daytime NRL grand finals, then I'm loving this ad. Having said that, could possibly have made a better ambient idea anyway.*

Cop car was too much, by the way. Took me back to the days of Bell Bird.*

Love daytime grand finals though, so nice one lads. *

*I'm really a bit of a wanker and just like to be heard.

Anonymous said:

I used to like the Carlton ads,i thought i understood their strategy such as it was....lets take the piss out of beer ads.....o.k ,now what? Right guys,now lets take the mickey out of big expensive ads......errrrr,o.k.....done that...how about we take the rise out of movies and the 80's.......where to next? Alright ,alright lets try and do a superbowl type thing.....good idea,except it wasn't a good idea.You ended up doing a TVC that just two ads ago you were parodying.

Now i'm confused and disappointed.This is what i'd expect from Tooheys New ,not Carlton Draught. Sorry boys,its oood but certainly not great..

Anonymous said:

6:26, c'mon really. thats bullshit....no one walks out of the cinemas talking about the ads in the previews ..... nice try though Clems.

Anonymous said:

OK my anonymous thoughts are these;

Its a Big Ad - Fact
It cost a shit load of money (over $2.5m I heard) - Fact
It's a bit of silly fun - Fact
The general beer drinking public will love it - Probably
Who cares what bloggers think, this is for the punters - Wrong

Without a doubt, this ad has been written to try and win awards. I also heard a rumour (same source) that a Gold Lion was handed to the client when the concept was presented..."this could be yours if you buy this ad" was the line the suit used.

So, my pitching friends, lets see what the juries think. I hope it does well cause the boys are good blokes, but lets not kid ourselves. I mean seriously...

Anonymous said:

The credits say Animal Logic were involved. Really? Was there a minimal post budget for some reason?

Anonymous said:

Hey Monty

I wouldn't hold my breath in the cinema waiting for the people in front of you to give you a standing ovation for the 'nice beaver' ad you just made. Tragically bad.

Jeffrey said:

You silly wankers. It's a beer ad. Sure it cost a lot. But it's okay, even possibly good and it will sell barrels of fucking beer. Move on...go kiss your kids goodnight or something.

Anonymous said:


7.48...

"The guys that wrote all the other Carlton ads."

Like, Carlton didn't have successful brands until these guys came along?

Get a life! Did they also invent the wheel?

Years before this lot came along, Carlton Draught was already Victoria's top selling tap beer. VB was already Austraila's top selling beer. Midstrength was created from scratch and became number one in WA and number two in Qld. Carlton Cold was created from scratch and became, for a few years, number two in packaged beer. Foster's LightIce was created from scratch and became by far Australia's biggest ever light beer.

Then "these guys" came along.

And what did they do?

They launched Empire, Foster's biggest and most expensive flop. They changed direction for VB, and dropped millions in sales. They did a mixture of good and bad ads for Carlton Draught while it was being put on lots of taps in other states - but after it had already been successfully launched there.

Can we please get rational and stop rewriting history.

Anonymous said:

86 comments so far. How many ads have you done that attract that sort of attention?

Anonymous said:

What the fuck have I just watched?

It's one of those ads that has been written by a committee.

"Hey, you know what's funny?"
"What?"
"Fat guys!"
"Oh yeah, fat guys are AWESOME!"
"Hey you know what else is funny?"
"What?"
"Watching stuff getting smashed"
"No way! Like what?"
"An expensive car!"
"Oh, no you di'int"
"OH YES I DID"
"OH! OH! A FUCKING HOUSE, MAN! WE COULD SMASH UP A WHOLE FUCKING HOUSE!"

and so on and so forth.

I don't know what you were expecting. Big Ad was a funny parody, but how do you campaign a parody? Write another one? Or do you just buy yourselves out of trouble?

The only way this could have been saved would be if the idea was actually about it not being as good as Big Ad.

Looks like the wheels might have come off fellas.

Anonymous said:

I know that was vividas, but that looked terrible

Anonymous said:

....wish I wrote it.

Anonymous said:

10:17..... wrong Monty.

Anonymous said:

i think the ad will work it's arse off. The average punter doesn't really think too much about the dribble that all of us do. If it's entertaining, they'll enjoy it, have a laugh , then with any luck remember the brand and buy it next time they're out...job done.

The ad is not as good as it could've been but it's the best ad i've seen on my TV this year. Carlton's biggest mistake was making an ad too bloody good two years ago.

Good effort Clems. (Ant and Grant) I heard a rumour you really didn't want to go down this path, but the client wanted another big production. I would love to see an ad for Carlton that cost bugger all but had a great insight/idea in it.

Next time you get the brief, think you've only got 30K including agency costs. I bet the idea will be simple and relevant.

ADNERD ALARM said:

BEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEP!!!

Calm down nerds. It's funny a f--k. Made me laugh. Made my mates laugh. Job done guys. Tux up for cannes.


Anonymous said:

7.48 It's you that's trying to re-write history. Before these ads Carlton ads were pretty much Marlboro ad rip-offs, guys on horses riding around etc - the same ads every beer brand around the world did. No great thinking there, despite what some old ex-patts guys want to believe. Sales of CD were also starting to decline as it mentions in the news article above. VB was in decline BEFORE they changed direction in their ads. That's why the client wanted something new. And the team that wrote Carlton didn't even work on VB.

Anonymous said:

Well Stanley that's another fine mess you've got us into.

Anonymous said:

"So, when the ad ended, did you feel like a beer?

Did you think, Christ, what I feel like right now is a Carlton Draught?

Didn't think so.

You might have been entertained. (I wasn't.) But the end take out was... what?

Nothing much at all, really."

March 13, 2008 5:24 PM

That's funny. I always feel like a Carlton Draught.
Their ads must be spot on, or maybe I'm just an alcoholic.

The ad will entertain. I'm sure this ad will enjoyably stretch the minds of the masses of people who watch this.

ONE THING I WILL SAY THOUGH.

What's with the rugby field? This is Carlton Draught. Sure the single biggest city in Australia is Sydney but you really shouldn't bastardise a true Victorian beer on this alone. When it comes to beer and sport (the two true things that shows that God loves us) AFL is clearly the Australian game.

Have some thought for the heritage of your brands Foster's, for I'm sure, and I hope, that the crew over at Clems brought this up.


Anonymous said:

11.06pm, that is gold.
"Oh, no you di'int"
Funniest thing I've read on this blog.

Oh, and the ad's not bad.

Anonymous said:

Gee, that wanker in a suit who wanted to buy a Jag sure got what was coming to him - what a wanker. Only a wanker wouldn't drink Carlton Draught. Wanker.

Anonymous said:

I felt compelled to forward the ad on to people. So I guess it did its job.

Anonymous said:

Ok, bitching aside. This is an industry blog, we're allowed to nitpick, I think that's what we should do.

Will the punters like this?

Yes.

Will that help sell beer?

Yes.

Is it a - from an industry POV - innovative and creative ad?

Nah.

Will it win any awards?

Not a chance in hell.

Job done?

Sort of, but with that budget and a brave client, they could have done something much better.

Anonymous said:

12.28am (I do hope you work OS, not at Clems melbourne) – what client turns around and says 'Oh no, no, make it more expensive!'

I doubt it. Having said that, these poor fuckers are suffering from 3rd album syndrome.

I am jealous I get shitty briefs with a 50k budget and suits and clients with no idea.

Ant and Grant have the luckiest job in advertising. And I think we're all just a little jealous.

I do think it could have been better. Who knows. Blame the suits.

nick coombe said:

Hi Julie - love your work as always - just for the record i saw the ad, laughed, ran to the pub, sculled 5 rounds of the product, went to the footy, jumped out of a plane and trashed the neighbourhood with a giant tvc prop, mind you i am a tad weak minded.......

Anonymous said:

It's time to comment on the comments.

Sky Poop.

Gold.

Anonymous said:

Hey 10:17. I could be wrong but I'm pretty sure you've go the wrong Monty.

Anonymous said:

"...(Ant and Grant) I heard a rumour you really didn't want to go down this path, but the client wanted another big production. I would love to see an ad for Carlton that cost bugger all but had a great insight/idea in it.

Next time you get the brief, think you've only got 30K including agency costs. I bet the idea will be simple and relevant. "

- 12:28AM

Fuck me, I'm sure Ant and Grant are incredibly grateful for your patronising creative direction, Mr Anonymous.

Anonymous said:

OLIVES

Anonymous said:

8:11pm -

I don't work for Clems.
Thats hilarious.
The things is, and you'd know this if you ever worked on one - people DO talk about the good ads. And even if the ads aren't that good - they talk about the ones they like - and they liked it. Its not like thats all we talked about, but it came up.
Simple.

Anonymous said:

Surely the 'Sky Poop' comment was one of Lynchy's classic puns?

Anonymous said:

9:06...you my friend are ready to be a creative director. Not on a rugby field? Heritage? Fuck me...get off the pipe. Carlton Draught is a national beer. Who really gives a fuck what type of paddock it is on?

Anonymous said:

Yes 10:17, I can confirm you've got the wrong Monty.


Anonymous said:

do you guys really see a beer ad and go "hey i want to go drink that beer now"

you guys are a bunch of alcoholics

Anonymous said:

Retards junping out of a plane - not funny.
Horse and WOW - not funny.
Guy on roof fixing antenna screaming - so NOT funny.
Crashing through a house with two old people who don't seem to give - not funny.
Long winded guy staggering out - not funny.
9 million - fucking hilarious!

Anonymous said:


"In my own life, certainly what I believe bears little correspondence to the way I behave," he breezily admits. "We are sort of living in a blogosphere of opinion in which everybody is incredibly opinionated about what they claim to believe and yet what they claim to believe is very, very rarely tested."

David Hare
SMH Feb 2008


Considering all the shit on TV I doubt any of us who make a living churning out TV ads can hold our heads high very often.

Why is it that ads that are good but not brilliant are bagged when the other 99.976% of shit goes straight through to the keeper??

Before you slag off anyone's work have a think about your body of ads over the last few months and wonder why the recruiter from BBH, Crispin, Goodby or Wieden isn't calling begging you to get on plane.

Anonymous said:

6.07pm You are one angry 'Mother' Were you abused as a child?

Anonymous said:

What do we think of the direction of it though? It's timing is good., perhaps a little long winded, but i think its directed well. It is a lot lot lot lot lot lot better than Pure Blonde.

JR said:

"Hey, 5.59. No one with the initials JR had anything to do with the Light Ice skydivers ad."
Hey dickhead, i was the production house producer.

JR

JR said:

Thanks Nick! I'm glad to see you're still your old self! Good times!

JR x

Anonymous said:

Would you buy a Jag from that pox dealership?

Anonymous said:

I feel sorry for the dudes who did the Amstel beer work a few posts down. They're getting smashed in the comments stakes.

Anonymous said:

First!

Anonymous said:

You know the tragic thing about this industry? These are all the same people who will be praising the guys to their faces and being their best mates if they see them...

Anonymous said:


Silly, expensive waste of money. It's unlikely the punters who enjoyed it in cinemas will continue to roll with it.

Big Ad was fun to watch again and again.

This just isn't.

Anonymous said:

Forgive me JR.

I thought when you said you were involved in the LightIce skydiver ad that you meant you had something to do with actually CREATING the ad. You know, writing or art directing or directing it - or maybe even doing strategy or selling the concept.

Now I see that you were the guy behind making money out of the ad for the production company.

Which explains why you love this new ad so much.

Made a shit load for you, didn't it?


Anonymous said:

7.25, your stats are misleading and I'm sure you know it.

Carlton Draught was only available in Victoria for most of its history, and yes, there was a slight decline in local sales, partly because of the huge increase in on-tap competition and also to a general decline in beer sales (due to a number of factors, including an unusually cool summer on the year you plucked out).

The sales increase you talk about is mainly due to the fact that Foster's started to push Carlton Draught into the other states, especially NSW (thus the Rugby ground in the new ad) with Carlton Draught taps replacing VB taps in most venues. (Which, by the way, also partly explains some of the decline in VB sales.) Of course the Big Ad contributed to the sales, but distribution was the key to the figures you mentioned. As they say, there are lies, damn lies, and statistics. You've gone for all three.

As for 7.01, you're just an idiot.

VB was a Marlboro rip off?

And the last time a horse appeared in a Foster's ad would be in the mid 70s. No horses in Carlton Cold, Midstrength or LightIce - just relevant concepts that sold an immense amount of beer.

But, like facts, that wouldn't interest you much would it?

Anonymous said:

6.07 PM... and you read our comments?

You need sex, or do you often find you have troubles being intimate with anything except your hand?

Anonymous said:

I was laughing at you pathetic losers while I was writing it, masturbating and trying to get over the abuse at the hand of my uncle.

Touch a nerve did I?

Give it to me - I love it.

- 6.07pm

JR said:

12.23 - no darling, we only CREATE the bloody thing for real. So go ahead, write, draw, get someone else to do your storyboards, and then call one of us to work out how to get it made, then do it. (how soon they forget!) ..... I do wonder if you had ANYTHING to do with Light Ice - if you were there, you'd remember we got a lot done, had a good experience and even kept the client at the time happy (i was told that wasn't easy). Also I'm not a guy. Actually on Skytroop i was "only" the agency producer. So no, i did not make a shitload. Wish I had. But this one was still a great experience and top fun to work on. And I reckon it looks good too. I'm glad you're all enjoying it so much.

Anonymous said:

Sky Tooper is good. But Big Ad is still great.

Andy said:

GREAT STUNTS,NO IDEA,FLAT SALES

Anonymous said:


"Now vent your fury at me because I don't and won't give a fuck."

You don't give a fuuck, 6.07?

Yet here you are.

What a fuckwit.

Sounds like one of our Emperors from Clems who knows he's walking around stark naked.

Anonymous said:

Last post on this thread wins a year's supply of Carlton.

And that's me! Woo-hoo!!

Anonymous said:

" Soundtrack was woeful. I know it's a song everyone knows, but ever seen Everybody loves raymond?"

No I haven't, loser.

Nick coombe said:

12.23 i've entered you in twat of the year - try reading the footnotes to the spot campaign brief have thoughtfully provided so you can work out who the "guy" you are talking about actually is - start writing that acceptance speech sonny you're a winner in my book. By the way i've also nominated you for chickenshit turkey of the decade as you don't have the bottle to put your own name up for criticism.... bit like 'pelican' really another big mouth with a fishy after taste....

Anonymous said:

1.59pm (first one)

You have been caught in the wanker trap, wanker.

Anonymous said:

Do you get free cartons of Draught when you work on the account? That's all that really matters.

Anonymous said:

so much sand in so many vagainas.

Anonymous said:

12.43 I didn't say VB was a Marlboro rip off. It's notl. The old Carlton ads were though. There's one from the 80s on youtube if you want a look. And there certainly weren't any stand out Carlton ads after those. Most beer ads were pretty lame in Australia through the 80s and 90s, certainly compared to the great stuff from US and England, apart from the odd thing here or there. Only recently several agencies started getting some good stuff out. VB was good at the time and in a retro/ ironic way now. So hats off to the guys that wrote it back in the day. But don't take creative credit for saying "lets run that again". By the way someone should post that light-ice ad. It's awful.

Anonymous said:

Carlton Draught - a humorous, long running Australian campaign for a real client. Name all the others we can proud of.
No ones saying its all genius but it's definitely a good thing for all of us. You knockers are doing nothing for the industry.

Anonymous said:

1.30 PM or should that be 6.07 – post your name. Or are you one of those bitter failed creatives that couldn't hack getting his paw widdle concepts knocked back, hence how you even know about this blog.

Anonymous said:

Sometimes, when no-ones looking, I fart on my fingers and smell them.

Anonymous said:

You people. Sure it's not as good as the 'Big Ad' but would one of you bitter miserable critics please tell me five other consecutive brand ads that have enjoyed such a positive reception from the public and award juries alike? You sad sack old timers and sniveling never-will-bes can't can you?

Yes, I'm presuming that this one will be awarded too, but it is a safe assumption. None of you have ever had a streak like this and none of you will, feel free to put me right... any examples at all ? And no I'm not Ant or Grant.

Anonymous said:

I just thought I'd blog like everyone else - I don't really have an opinion about the ad.

Anonymous said:

PUT YOUR HANDBAGS DOWN. THE LOT OF YOU!

YOU SOUND LIKE A COUPLE OF....FUCK KNOWS WHAT YOU SOUND LIKE BUT IT SURE AINT GOOD.

IT'S NEARLY THE WEEKEND. GO AND HAVE SOME BEER - ANY BRAND.


Anonymous said:

Good on ya JR!

Anonymous said:

'vagaina' - doesn't he play for Souths?

Anonymous said:

Ah - we can't handle the tall poppies.

Rip to shreds anyone who's successful.

This is turning into another Comm Bank comments section.

Anonymous said:

And we wonder why the government wants to ban alcohol advertising....

Bugger - looks like they're onto something

Anonymous said:

God, now the producers are creating all the ads. Hey, it's an important job - especially keeping directors who think they're shooting their personal movies rather than our ads under control. But creative contribution? Never seen much of it from them.

On someone else's historical errors... actually, the VB music WAS a rip off of Malboro, and it's never been denied. But that's the only thing CUB ever did that came close to Malboro.

My only problem with this new ad is that it's not funny, and it's not funny because the people who made it seem to have made the mistake people who don't understand comedy often make.

You've got silly people being silly in a silly scenario. If you look at the comedy by funny people, it's almost always silly people in a straight situation or straight people in a silly situation. That's where the humour comes from. But in this ad, everything is silly - the skydivers, the big glass, the cliche smashed car, everything. And by trying to make everything funny, nothing is. Or, at least, that's how it seems to me.

Let the battle continue. But we should all remember that, in the end, it's an ad for beer, No lives were saved in its creation, no futures enhanced. It's just an ad, and I'm sure a lot of people out there would be thinking they could have found somethng better to do with $2 million.

Anonymous said:

For fucks sake give it a rest you bunch of sad jealous people. This is good work. People find it funny. It's well crafted. Better than most of the utter crap on Australian television at the moment and we should be encouraging more work like this instead of shitting on it in a typical expected Australian way. I bet most of the people commenting here have and never will create anything remotely as good as this so instead of wasting time here - you should be trying to beat it. Problem is most of you do not have the talent to do so. Rather you hacks rip anything that is posted on here to shreds. How FUCKING sad. So sad.

Anonymous said:

I read all these comments and thought, it cant be as bad as most of the negative blogs suggest.

Then I watched it.

Oh dear...

JR said:

8.49 -please read the comments fully before tipping crap on people. I didn't say we create all the ads. Just that it would be bloody hard to do them without us... we had an interesting lunch with a laaaarge production company last week, one international employee thereof told us we were 'empowered' as producers.. Hahaha.
For mine, i'm just glad to be part of a process that does some great work, and has experiences at work that most people would love. it's always an education for everyone, but if you let us, we can really help you. And it's always nice to be included in the credits on a commercial like this.

Anonymous said:

8.49 - you're obviously working with crap producers. Find a good one.

Anonymous said:

x2 missed oppurtunites that would have made this ad:

1/fuck off the 'WOW' shit, just make it look like the troopers are making a flow of beer, coming from the glass. When they land with parachutes, it will look like the beer is hitting the stadium, and drinking the worlds biggest pot.

2/cut the jag shit, cut from troopers landing in the crowd to the old man, i wouldnt buy it, then when the last fat ass gets out, passes him a pot, which he sips as he watches the trooper die.

anyway, better get back to taking the rubbish out,,,

Anonymous said:

3.14pm,

Ahhh.... the irony. What a cock you are.

Anonymous said:


So let's see if I 've got this right.

$2m+ for Big Ad

$2m+ for Skydive ad.

Total $4 million+ to promote beer.

Would it have been asking too much to see someone drinking?

I'm with the guy who says its fine to watch but I don't rush for a beer
as soon as it ends.

At least the drinking shots in the old VB ads had you frothing at the mouth.

But we can't let enjoying the product get in the way of 'a great ad can we?


Anonymous said:


There should be more discussions like this in ad agencies, instead of everyone pretending they like each other's stuff.

Admit it. Most of the time we only like our own stuff, even when we know it's crap. And we're usually pretty sure everyone else's stuff is crap.

And we're usually right - both times.

The open discussions probably wouldn't make the work any better, but at least it would be more fun.

Anonymous said:

Seems to lack any discipline in the writing.

as a result it rambles on and becomes boring drivel.


Anonymous said:


I don't think anyone would deny the importance of a good producer.

I've had plenty of shoots saved by a good agency producer, and plenty more kept on the rails by a level-headed production company producer. Some do chip in with ideas, often good ones. But their main job is to make everyone else's job easier - that's their biggest contribution to the creative process, and it's vital. I know that JR is one of the best, so if I've insulted her in any way (one of the comments being commented on was mine) I apologise unreservedly.

But I still don't love the ad all that much.

Anonymous said:


Took me 3 days to get to the end of blog-
Would work much better as a 15sec

richard said:

So, I guess the moral of the story is DON'T DRINK AND DIVE

Anonymous said:

Pot should have crashed into the ad agency, have had a cute girl (goldie hawn type) hop out and crash into a shelf full of awards. Ad turns to writer turn to suit. Suit looks up at ceiling. Ad and writer enjoy a pot of their own.

Anonymous said:

And to that, 1.59, we can only say...

boom-boom

Anonymous said:

I like pauls earlier funny films

Anonymous said:

Sorry guys but this is Skypoop. Starts nowhere, goes nowhere, ends nowhere.
It''s exactly the sort of spot Big Ad spoofed.

Anonymous said:

Talk about irony - this has become THE BIG BLOG.

Anonymous said:


Actually, I thought the ad should have ended with a pullout to reveal that the whole commercial was being watched on a viewing screen in an ad agency.

Then the ad agency guys says, in an American accent, "You liiiiike?"

Then the client says, "I like the bit where the bloke on the TV screen drinks the beer."

Anonymous said:

4.51 YOU ARE BANG ON! ...this is the original big ad...
No wait its a prequel! genius.

Amusing but it does remind me of the big pigeon ad during the superbowl.

Though it's nice for us all that the release of a new ad can make it as an event to look forward to.

JR said:

ahh no dramas. Anyway - The End of the Comments?!

Anonymous said:

Much ado about nothing!

jay f said:

well i liked it...it made me titter and like the beer more...isn't that what it was supposed to do.well done grant,ant,pete and paul.

jay f

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