Carlton Draught campaign canned - for now

Thumbnail image for CARLTON-DRAUGHT-WOWstill[2].jpgFosters Brewing has canned Clemenger BBDO Melbourne's latest campaign for Carlton Draught, which was due to be released soon, after one key executive at Fosters deemed the series of quirky spots too edgy. However, a source within the Carlton Draught sales force told Campaign Brief that the sales team loved them and were 100 percent behind the new campaign, and that they had high hopes the work would eventually see the light of day following more research.

Listen to this intriguing exchange from yesterday's 3AW 'Rumour File':
Carlton-3AW.mp3
Picture 856.pngThe series of spots, which production sources say was directed by LA based Tom Kuntz, the world's hottest TVC director, have a quirky, musical theme, rather than a blockbuster approach of the Carlton Draught 'Big Ad' or 'Skytroop'.

Late last month Kuntz (pictured centre) picked up the prize for outstanding commercial direction at the Directors Guild of America Awards in LA. He was previously nominated in 2006 and 2008. Kuntz won for a series of comedy spots that included careerbuilder.com 'Tips', Skittles 'Tailor', Old Spice 'Scents for Gents' and Cadbury 'Eyebrow Dance'.

40 Comments

Anonymous said:

bugger. love their work.

Anonymous said:


I smell a rat.

Expect various press releases talking about said 'banned edgy ads' only to find them somewhere on the web - passed around by precisely the people they were aimed at,

McGrath's too clever to get ads pulled.

Anonymous said:

PR stunt.

Jed said:

What a pity you didn't opt for the C##@S CAN KUNTZ CAMPAIGN.

Anonymous said:

From the most-effective agency of the year as well...
Blowing 200k doesn't sound that good.
Was the ad in the submission, we demand to know....

Anonymous said:

The "senior executive" was the Fosters CEO

Anonymous said:

Definitely a stunt.

Anonymous said:

Definitely a set up.

Anonymous said:

A cunning plot hatched by McG one suspects. That's why they are on the big bucks at 474

Anonymous said:

Awesome set up for an ad that is subsequently leaked on the net. They'd need to give it 6 months at least to avoid claims of it all being a stunt.

Anonymous said:

Too edgy? Ha ha ha ha ha

Anonymous said:

I've seen it, it's awesome!

Anonymous said:

bad pun on canned coming

Anonymous said:

I'd give it a couple of months, lets say around AFL Grand Final Day.

Anonymous said:

Something that wasn't previoulsy on cans, now it will be??? please say it ain't so

This might be like a punch in slow motion... that i can't get out of the way of.

Anonymous said:

i hear its legit.

Anonymous said:

@10.30 are you drunk?

Anonymous said:

"pending research"
on you-tube by any chance?

Anonymous said:

Complete beat up. From the directors name down.

Anonymous said:

I think the client pulling the ad is probably legit, so they're PRing it to get people excited about it, which will force the client to run it. I might be giving McGrath and Co too much credit, but I'm fairly keen to see it either way.

Anonymous said:

My expectations just went up. It had better be 'edgy'.

Anonymous said:

Don't know why they would put this up if there wasn't a plan. I've got about 6 campaigns being held up by research and had one pulled earlier in the year too. Should we put out a press release??

Henry said:

It'd want to be better than big ad, the most overrated commercial of the decade.

Anonymous said:

research? it's being done right now. here.

an ad already talked about, discussed, hated, loved, prodded and it hasn't been seen yet?

job done

Anonymous said:

@9.43 And was your campaign shot and edited?

Anonymous said:

If it's legit then Clems wouldn't want that PR-ed... that they're back to the drawing board.

Anonymous said:

Carlton Draught, the NAB Yetti launch - just goes to show, even the good ones get it wrong.

Anonymous said:

It's advertising remember. An industry full of fakes, paranoids and risk adverse twits...and mostly on the client side. This shit happens all the time...The team there are bigger than a glitch like this and I agree, smart enough to turn it their way.

Anonymous said:

Who's going to give a monkey's arse outside of the industry. I bet there are no punters out there desperately trying to view the ad.

Anonymous said:

@2.46 of course there aren't - how would they know about it to care in the first place.

Anonymous said:


It's the second campaign in a row that Fosters have pulled or forced to be changed by Clems.

The 'Dry Dreams' was also pulled a month ago for it's masturbating reference and modified to 'Live the dream' (which is pretty dull).

Something is actually going sour between the wonder agency and client.

Fact.

Cameron said:

Just for the record, when you have a wet dream you're not playing with your willy. It's an erotic dream accompanied by the (nocturnal) emission of semen. Therefore nothing to do with masturbation - which is sexual stimulation, especially of one's own genitals (self masturbation), to the point of orgasm.

But, hey, thanks for the update. Keep us informed okay?

Anonymous said:

Grow some balls Fosters! Edgy is a good thing. There's enough vanilla out there

Anonymous said:

4:25 has nailed it, 10:05, it's the ad that been pulled, not the dick. But I digress. Who knows the story behind the changing of the Dry Dreams line? Consumer backlash from the loony right? Or a chickenshit client scared into retreat by the loony right? In its original form it was an inspired bit of branding. 'Live the dream' merely attempts to keep the idea alive, but now it could be for any brand of beer. If you're involved in this work, show this post to the client.

Anonymous said:

I agree with 4:25.

Fosters - consumers are hungry for a bit of grit.

Live the dream vs. Dry dreams? No contest. You owned 'Dry dreams' via the name 'Dry' before the context - 'Live the dream' is generic and bland and advertising puffery.

Sort it out Fosters.

enter the first one anyway said:

Surely the client knew about dry dreams and wet farts before they approved it.

The new line is nowhere near as funny. Every mans wet dream linked into the strategy a lot better as well.

Pete said:

The good ones never get it wrong. Like everything else, this will be good work. Looking forward to seeing it.

Deep Throating Wet Dreams. said:

Word around the beer tap is that the Foster chief pulled the pin on the spots after they were shown to the board as a courtesy/excitement presentation by the marketing department.

He is the only stickler in the mud and the reason why the spots got pulled.

He is the same guy who pulled Dry Dreams.

One 60 year old guy after sacking a huge amount of employees pulls a $2.5million dollar campaign.

Fosters keeping it very quiet, not wanting details to get out to keep their reputation afloat.

Ray said:

Well if that's true 12:32, the bloke hasn't got a clue about advertising and marketing and should be despatched forthwith. I hope you're reading this, Mr Big.

Anonymous said:

I'll give you this one for free: At Fosters, we're a family company, with good family values.

Could be piss funny, pardon the pun.

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