Clemenger BBDO, Melbourne's controversial Carlton Draught spots finally released online (UPDATE @ 9.40pm Friday: CUB closes website)

Picture 971.pngUPDATE @ 9.40pm: It appears CUB has just closed their site hosting the seven Carlton Draught spots!

However, you can still see some of the spots at the following URL's:

Carlton Draught 'Tingle':
Carlton Draught 'Leg'

This story has attracted over 300 comments so far - a CB blog record. The commercials on the CUB site had over 100,000 views in total before the site was pulled.

Just in: the ads get talked about on Triple M:  triplem.mp4
Picture 972.pngPicture 973.pngleg_5_800.jpgtingle_3_800.jpgwart_2_800.jpgEXCLUSIVE - CUB and Clemenger Melbourne has finally launched its controversial new Carlton Draught campaign online (in the last few minutes), but it is unclear when - if ever - the spots will ever make it to free to air TV or cinema. 

Breaking with a tradition of 'big ads' the new series of seven spots feature a musical trio who appear in ordinary situations and narrate the thoughts of guys who would rather be having a beer. In each ad, the guys are told by a part of their body - a leg, an elbow, a wart, 'goolies', a 'weenis' -  that they should go and meet their friends and have fun. Tagline: Made From Beer.  

VIEW THE TINGLE TVC trio_tingle.mpg

This is the sixth campaign written by Clemenger BBDO, Melbourne executive creative director Ant Keogh, who co-created (with Grant Rutherford, now ECD of DDB Melbourne) the Made From Beer campaign in 2003, including The Big Ad in 2005.

The spots were directed by the world's hottest director Tom Kuntz (MJZ) winner of 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 'Tips', Skittles 'Tailor', Old Spice 'Scents for Gents' and Cadbury 'Eyebrow Dance'.) The ads were filmed in Melbourne during January. The music for these spots was composed by Ant Keogh and performed by a musical trio cast from L.A. Keogh, in fact, ended up performing some of the guitar parts on the finished ads.

Fosters Brewing canned the campaign back in February 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 at the time 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.

Clemenger BBDO, Melbourne executive creative director Ant Keogh told Campaign Brief: "When we wrote The Big Ad, it seemed fresh. We wanted to create that same feeling again and to do that you need to break the formula."

"Early in the process, I'd watched a few research groups and noticed many guys discussing themes of dissatisfaction with their working life. This led, indirectly, to the first execution I came up with: 'Leg'. But as far as the 'Musical Trio' idea, there was no real trigger except that I'm a musician and music was part of Carlton Draught's DNA for the last few years. Big Ad was a musical idea really."

"Tom offered us the full package: music video director, a performance director and a physical-comedy guy. He was the stand-out obvious choice," said Keogh.

Agency: Clemenger BBDO Melbourne.
Creative Chairman: James McGrath
Executive Creative Director / Writer / Art Director: Ant Keogh
Agency Executive Producer: Sonia von Bibra
Director of Client Service: Paul McMillan
Account Director; Michael McKeown
Account Manager: Samuel Mackisack
Strategy Planner: Michael Derapas
Music: Ant Keogh
Performed by Matt Gourley, Brandon Moynihan, Jack Harding

Film Director: Tom Kuntz (MJZ films)
Production Executive Producer: Jeff Scruton (MJZ Films)
Line Producer: Wilf Sweetland (Exit Films)
DOP: Jac Fitzgerald
Production Designer: Elizabeth Mary Moore

Melbourne: Chameleon - Fiona Dann
Sydney: Fountainhead Casting - Antonia Murphy
Brisbane - Miss Jane Casting - Jane Trotter
LA - Shooting from the Hip Casting - Francene Selkirk-Ackerman

Post Production:
Editor: Jack Hutchings (The Butchery)
Digital SFX: Digital Pictures Melbourne
Colourist: Martin Greer
Flame Artist: Eugene Richards
Music Engineer: James Cecil/ Cornel Wilczek (Electric Dreams Studio)
Sound Mix: Paul LeCoutier (Flagstaff)

Marketing Director: Peter Sinclair
Group Marketing Manager: Vincent Ruiu
Senior Brand Manager: Richard Oppy


Anonymous said:

cannot quite believe that anything in these spots would cause the ruckus it has.

Andrew said:

Best use of Kuntz in Oz.

Anonymous said:

flight of the carlton draughts

Anonymous said:

They're ok, but can't see them being passed around virally.

Anonymous said:

And the brand is all about?

Being odd? Kind of gay?

Fuck knows.

Or do we all just give up on branding and go straight entertainment?

Anonymous said:

Lovely - well shot and funny.

Beer advertising that doesn't take itself
so fooking seriously, as you'd expect from Ant Keogh.

BMF and TED take note.

Anonymous said:

Good to see Dr. Funke's 100 Percent Natural Good Time Family Band Solution get another gig.

Anonymous said:


Anonymous said:

Tenacious Carlton Draught.

Anonymous said:

12.52 - No branding? Have you listened to that song? Maybe turn the sound on.

Anonymous said:

Bloody funny. "Its found on your elbow, it might suggest a drink".

Justine A said:

My nose hairs and leg say these are awesome.

Edward said:

Am I the only one who finds this a total disaster? It doesn't deliver on 'Made from beer' whatsoever. Worst work on this brand in years.

Anonymous said:


Anonymous said:

12:52 You're a very angry person aren't you? Doesn't sound like you know much about advertising. You're supposed to offer constructive criticism in advertising. What you've offered doesn't help anyone or solve anything. Don't you know how businesses work? Or maybe you're one of those people with big ideas but a terrible book.

Anonymous said:

INTERESTING --- Lynchy - please follow up with hit results in a weeks time ... the room full of people here didn't rate them ---- the Ad industry has too much respect for the creative talent behind these to say what they really think --- so let the people decide ... make it two weeks because the PR drive will point a lot of people for a first up look but it's the word of mouth which will deem them successful or not ...

Anonymous said:

one of those would stand out like dogs balls between 2 regular tv ads. bravo.

Anonymous said:

The first one has had about 400 views in the last 15 minutes.

Ronny said:

Why didn't you just make one good ad, rather than a suite of ordinary crap?

Love a beer said:

I think I'm losin' It. The Big ad was clever....these are just plane stupid. Sorry.

Anonymous said:

just jumped the shark

Anonymous said:

These are awesome spots!
Certainly leaves the wankfest 'music video/tvc' that is TED for dust.

Well done to everyone involved

Anonymous said:

Plain stupid, Love a beer. It's "plain" stupid.

Anonymous said:

This is the freshest work for anything out
of aus this year. Well done to all involved.

I wish I did it.

John Cleese said:

Monty Python VS Flight of the Concords.

A said:

To everyone taking pot shots at these ads now, you'll all feel pretty stupid when in about 6 months time you're using them as reference to clients for an ad you'd love to make, but probably never will. So go on, tell everyone around the agency how shit they are so they know how much of a doochebag you are when you begin liking them cos they're in D&AD and all that shit.

Well done to everyone involved.

Anonymous said:

Sorry, 1:16 PM, I didn't read the CB blog rulebook about having to offer constructive feedback. My book may be shithouse. That's not the subject of discussion here. These ads are what we are talking about and I don't think they really build on the brand. The Big Ad was a breath of fresh air. Now, Carlton Draft is the cliche. The Boag's stuff was hilarious and brilliantly done but still tapped a brand truth. This is a gag in search of a product and a product in search of a strategy. If you want my constructive feedback beyond that, you'll have to pay me for it.

Man Plums said:

The ads are great! Man plums! Haven't heard that one for a while. Like what they've done to the Carlton Draught site, bout' time the paid some attention to the site.

Anonymous said:

Assuming the massive buffering lag was due to our shitty internet connection, and not an intrinsic part of the finished commercials, I like them a lot.

But I like quirky stuff like this. Skittles meets beer with a splash of Ant. You know, it's ok to hate this campaign or to love it, or just to kinda like it... but you can't deny that it's brave work and wouldn't we love to work in an industry that fostered (shit pun unintended) stuff like this on a regular basis?

Anonymous said:

Something about Mary.
Yet, to be fair, better than 99% out there.
I laughed.
Oh hang on, I'm on the blog; shit house unoriginal ripoff.
Conchords should sue.

Anonymous said:


Anonymous said:


Ok. The band are funny, but writing Flight of the Conchords style lyrics is phenomenally difficult, and I don't think these quite get there. Nice go though.

Remove the band and you're left with a fairly basic bunch of Aussie beer ads, complete with all those classic Aussie bloke drinking shots that the old CUB marketers used to insist on - this does, unfortunately, seem to be a marked departure from the brand that tried to break away from all that old fashioned crap.

Using cock gags is fairly base stuff, so you have to do it extremely well. If you don't, you're left with a rather crude way of drawing attention to yourself (listen! they nearly said 'penis!') - it's like that old student bulletin board cliche "SEX! Now I've got your attention, I'm selling my bike."

I do feel that if any agency other than these boys had done these, the reaction would have been far worse. That's a testament to the agency, but one that does cover up a rather old fashioned campaign, complete with mid-nineties Traktor characters.

So, a viral campaign it is then. One that probably won't be as circulated as much they'll hope, and one that's very far from the masterpiece they tried to hype.

But hey, they're very, very talented down there - they're allowed to make the odd mistake now and then.

Anonymous said:

These are just shit. Plain shit!
All the punters that were looking forward to the next campaign will be thoroughly disappointed!

Anonymous said:

If we pay for your constructive feedback 1:53, will you promise to put the money towards spelling lessons?

M said:

Don't like the fake 'here's the one's that were banned' approach- it raises the bar to what the ads have to deliver.

And they haven't. If they just crept up without the big PR blitz they'd probably be looked upon more favourably than what they appear.

But good on you guys for having a go anyway. Not amazing me personally, but something tells me they'll be remembered more fondly with repeat viewings.

Jeffrey said:

These are outstanding!

Nice job Ant, James and Co..

Alex said:

Great work. Funny. Different. Moves the brand on rather than re-hashing the previous years stuff. Made from Gold.

Anonymous said:

Flight of the Conchords is funny shit. Brief: Why dont we rip them off? But just to make them a bit different let's have three people. That should protect us from copyright infringement.

I so badly wanted them to get better.......but they didnt. Perhaps your average Carlton drinker will find the gag where they say Weenis rather than Peenis rather funny.

Always like a cock joke......

Anonymous said:

I love them. Ant's a master at comedy and they have a really subtle beer benefit in there - the beer for any occasion.

Been working too hard? Have a Carlton Draught.
Smashed your elbow? Have a Carlton Draught.

All done in a really unique, fresh way that makes me wish like hell there was an agency of BBDO Melbourne's calibre in Sydney.

Anonymous said:

Hi 1.53PM - It's Calton 'Draught' not 'Draft.' That's my constructive feedback and it's free.

Anonymous said:

Fun. I enjoyed them. Can't see myself sending them on to mates though - left me a little shoulder shruggy. Better than most stuff out there I guess, but probably won't trouble juries past finalist.

Anonymous said:

@1:53 - no I would never pay you for your feedback... and god help any of your clients. I defy anyone to walk away from that ad and not have the words carlton draught stuck in their heads.

Matt said:

Funny stuff. Nice one Ant.

Anonymous said:

I prefer the term 'scallops' to 'plums'.

Anonymous said:

Conchords or not, as they haven't ripped another ad it is fair game. Well done.

Anonymous said:

The best work, in my view, comes from a deep truth about the product and then takes things in all kinds of lateral directions to keep that proposition fresh and interesting.

Draught now seems to be so open that it's little more than gag after gag with no core thought being brought to life.

It's kind of funny. More weird, really, than funny. And certainly derivative - Skittles, Flight of the Conchords etc.

Certainly, a bunch of punters will love it. But punters also seem to love McDonalds. That doesn't make it good food, though.

Anonymous said:

good is the enemy of great.

Anonymous said:

I wouldn't say the spots were bad... but they are merely a light beer in comparison to the strength of their previous campaigns. Maybe the agency are too busy showing off their canoes to create work of the same calibre? The original Made From Beer campaign was the freshest idea seen in the beer sector for well over a decade. When it was followed up with the likes of Big Ad & Skydivers, you assumed that CUB was on to a real winner. The timing and subtleties just don't quite make it in this delivery. I wonder why they decided not to use Paul Middleditch for this campaign when he has served them so well on the past few campaigns? Don't get me wrong, the spots are good... but they are far from being great. Bit of a let down really.

Andrew said:

2:04 "Remove the band and you're left with a fairly basic bunch of beer ads"
Are you kidding?
That's like saying "Remove the funny dialogue from the Old Spice ad and you're left with a basic aftershave ad"

Anonymous said:

Hello Paul

Anonymous said:

Hmmm, I'm a little ambivalent about these. Like most enthusiasts, I wanted these to be great. 'The Carlton Draught Tingle' was a very promising brand property, and all the catchier for the way it's sung and played - comparisons with the Conchords aside. But then it just turned out to be a one-off lyric. If I was Ant's creative director, I'd encourage him to somehow steer this campaign exclusively in that direction - the tingle could come from any part of the male anatomy- and make this a landmark in Australian beer advertising.

Old Pro.

Anonymous said:

2:13 PM

Are you trying to tell me that Flight of the Conchords owns musical comedy?

Tee hee, ha ha, oh that hurts.


Weird stuff Clems.

I like it.

Anonymous said:

Ant, one clever fellow. We like different.

Anonymous said:

I disagree. The earlier stuff was all based in parody, not a fresh idea - but they did it amazingly well. Even the big-ad was parody. Superbly written and done really, really well.

Sky-troop was a little random, but fun. Definitely memorable, all of them.

I don't really see the conchords reference here. They aren't the only people that own funny songs. It's just a piss-funny campaign that will get stuck in peoples heads and have them in stitches down the pub.

Just a shame they can't run them on TV, I want to see man-plums on my box. Wait, that wasn't what I meant to say...

Anonymous said:

Wow. Not what I was expecting at all. On the back of the previous Made from Beer work I was expecting something really great, and these sure as hell aren't.

Couldn't even get through all of them, honestly, whoever pulled the plug originally did the brand and the viewing public a favour.

Anonymous said:

Like. Well done Unt.

Anonymous said:

Surely the 'Carlton Draught Tingle' is that feeling you get when you have to piss the bloody stuff out.

Hang on. There's an idea there.

Bollocks. It's better than theirs.

Anonymous said:

Brave is better than boring

Anonymous said:

This is a much funnier ad with a guitar:

Anonymous said:

i think these are rather good.

they made me laugh and feel positive about carlton draught.

pity they never made the tv.

but i think they are good.

well done ant et al.


Anonymous said:

looks like a lot of TED posters here.

Anonymous said:

No 3:02.

If you remove the dialogue from Old Spice, you're left with a great idea about a hunk your man could be if he wore it.

The singers aren't the idea. They're just an amusing way of singing a jingle.

The 'idea' is escape. To the pub. To the beer.

And that's a very old strategy indeed.

So, remove the singers and you've got blokes leaving their humdrum lives to go and drink.

It's called a strategic idea mate, and this hasn't got one.

Anonymous said:

Flight of the Wrongchords

Anonymous said:

Who's Jeffrey?

dave said:

really funny - top work

Anonymous said:

Let's crack 300 posts!

Dig Deep.

We can do it.

Anonymous said:

Check out support scent below. Both from Clemenger. Both very very cool.

Anonymous said:

Guys, stop picking on Ant's ad. It's making him feel sad and he'll probably run out of gold lions and pencils to dry his eyes with by sometime next month.

Anonymous said:

I really want to like these, I truely do. Somehow they feel like they just miss the mark.
Shame. Ten points for for putting your cock on the block though, more than most Adpussies out there do.

Anonymous said:

Clems is on fire. This and support scent is quite intimidating. Congrats to all involved.

Anonymous said:

Another pearce-ing comment from 1:53PM. If your book is shithouse then you have no right to be on this blog. This blog is for genuine people and opinions.

Anonymous said:

Got nothing on fully loaded can.

Anonymous said:

Funny how they needed to get an O/S director to do something that a small number of comedy directors based here could have have done.

Just like the comment that if these were done by another agency.....the same applies "oh it's Kuntz" therefore must be better than what a local director could have achieved.

Anonymous said:

I have the song in my head now so that's half effective.

Ned Nerd said:

Another nerdy piss take.
Made me laugh out loud - in a sad way.

Someone had to say it said:

Hi 2.15PM - It’s ‘Carlton’ Draught not ‘Calton’ Draught. That’s my constructive feedback and it, too, is free. Live by the sword, die by the sword. Or should that be ‘pen’?

Em said:

I like 'em. Nice job.

Those were the days ... said:

Carlton Draught can do more.
We all can.
These commercials tell me we are getting laaazzzyyy.
See the link.

Anonymous said:

Actually, the funniest thing about these spots was the credits.

Creative Chairman?

I can't wait till next year when someone trumps that with Creative President, then someone else will insist on being Creative Emperor, followed possibly by someone who takes on the title of Creative Demi-God.

Wow, we really are an industry of wankers.

(PS: Ads are...okay. 12,52 was right to comment on the lack of brand basics. 1.05 clearly thinks that singing the brand name is branding, a delusion I'd expect from an AE though not from anyone who knows anything about brand building.)

Random Skinny Guy said:

Fucking brilliant. Don't care if anyone else doesn't like 'em, they work for me. It's a beer ad for punters not elite art critics / strategic planners and I'd be surprised if it doesn't do ok in award shows.

Well done Ant, I love them, hope they run in NSW.


Anonymous said:

Hi 4.04.

Technically your 2.15PM should be 2.15pm.

If you are posting a sledge, check it first otherwise you tend to look like a cock.

Anonymous said:

I don't get all the fuss.

I certainly don't get the ads.

But I still strangely like them.

Anonymous said:

3:50, I'm not 1:53, but you're right, this blog is for genuine people and opinions. So what are yours? Are you sufficiently intelligent to have a professional reaction and articulate enough to share it?

The level of debate on this blog is just pathetic.

A general point: If you think the work is good, tell us why. 'Funny' isn't enough. And if you think the work is poor, 'shit' and other monosyllabic insults aren't informative. Tell us why you think the way you do. That's assuming you know why. We might all learn something.

For people who work in a communications industry, I really am astounded by the inability of most Campaign Brief bloggers to do any more than hit each other over the head with a blunt wooden club.

This used to be a great industry populated by highly intelligent people who actually had great insights and powerful abilities to persuade - and do it with good grace. And they were piss funny as well.

Anonymous said:

Ads that tells me I get a thirst and should quench it with a Carlton Draught.

Someone (Ant) gets it.

Gracie said:

Shut up. All of you.

Especially you two.

Anonymous said:

4.15 What's your official title other than fuckstick?


Gee 4.23; you’re really splitting hairs now. You can hardly compare a misspelled brand name (typo or otherwise) to something that’s little more than a stylistic convention – especially in the context of blogland. Take a look around! CAPS everywhere. There, SEE, even on the next line. C’mon, let your hair down.

A Bad Year for Beer said:

Uh oh....

I also immediatlely thought of Snickers "song" from 2006

Or Virgin Mobile " Highway":

Which are both much funnier. I also believed that Australia was more creative than to copy some old American gag that was "the thing to do" four years ago.

Even MSN ran a live jingle spot. Now, after the fact, Carlton does the same?

its been a bad year for beer.

Beer marketer said:

Over 4,500 hits on the 'Tingle' ad on the Carlton site in only a few hours. Well done CB bloggers. I imagine when this campaign launches to the public it will be a huge hit.

Beer marketer said:

Actually, it's now over 20,000 hits in total (for all the spots)

Anonymous said:


And this:

I also believe Tooheys also ran one back in 1982, and Meadow Lea had one.

Oh and there's the QANTAS ad that's been around... 30 years?

Your point?

Anonymous said:


Anonymous said:

I think we are all a bit delusional here. I am having a hard time believing that these are original and funny, What's making you laugh?

A Bad Year for Beer said:

I had two.

My first point is that both Snickers and Virgin are much better commercials.

My second point is that this feels like an imitation.

Anonymous said:

It's the Carlton Draught jingle
and it's on the blog
I really like it, but some think it's a dog
It's the Cartlon Draught jingle, the Carlton draught jingle

Anonymous said:

Many of these posts make one suppose that this campaign might "need" to be loved.

Anonymous said:


Refer to 4.26.

I may be old fashioned, but once upon a time the block who was creative director of an agency just got called creative director. But then everyone else wanted a title, so they had to create Executive creative director. Now the other creative directors must want even bigger titles too, so now Executive Creative Director isn't good enough.

Yet neither of the two seem to be directing any other creatives, which is what the title means.

Anonymous said:

"Music was part of Carlton Draught's DNA for the last few years."

Umm...Ant mate, I don't know how long your personal memory is, but Carlton Draught existed before you and James hit town.

Look at the history reel, back to the 60s and especially the 70s and 80s, and you'll see the brand credentials were established years ago with big, powerful songs.

And - surprise, surprise - with very BIG ads.

Sorry, but there's not much new under the sun.

Anonymous said:

Fantastic work. The fact that it got so many comments so quickly highlights this. Great stuff. Same jealous comments from same jealous people. Whatever, happens with every single great piece of work that gets posted. Actually I think the more negative comments something gets, the more awards it ends up winning. Expect Lions. Congrats Ant.

Anonymous said:

What a horrible revelation. So...a mans penis tingles and that tells him to go and drink with his makes. Gay. Boys are yuck. I am never going to talk to boys who drink CD again.

Anonymous said:

Umm... do these ads strike anyone else as being a little... gay.

Not that there's anything wrong with that.

Though, come to think of it, for a big Aussie beer brand, maybe there is.

Whatever, the penis fetish thing makes me feel very uncomfortable

Anonymous said:

Wow. Tough crowd.

If nothing's new under the sun why would you whinge about this not being original?

If you can't win, what does it make you?

The jingles been in my head all afternoon, I laughed very loudly when I first saw it and thought it was very different for the category (in Australia). The casting is exceptional, especially the two back-up singers that serve no purpose except one little line at the end.

Only thing I'd say is if you have a tingle in your man plums you might want to see a doctor before grabbing a pot of Carlton.

Anonymous said:

Kinda feel they'd have been better if the actual Conchords had been in the ads.

On the other hand, I suppose it would have been tricky selling the idea of having Kiwi comics singing in an Aussie beer ad.

But it still would have been better.

As it was, the rhymes that didn't rhyme and the lines that didn't scan feel more like mistakes than intentional humour.

Anonymous said:

True 6.43... but it was a fair while ago.

i can remember when I was a kid there was a big CB ad with cattle getting off boats in the Northern Territory or somewhere and swimming to shore or something like that. (Do they do that?)

But true, it was a big ad. And it had a big song, which I remember my dad used to sing to himself.

So there's not much that's totally new. Especially in advertising. (I remember once, when I said to someone that I was a copywriter, they said: "is that because you copy so much stuff?")

And there have been small, clever CB ads before as well. I remember some with Jimeoin a few years ago - some of which were pretty funny. Plus some funny ads based totally on footy sponsorship in Victoria. (Along the same lines as the terrific Toyota ads, but done years earlier.)

Anyway, I like these ads. I like that they're not big. Sure, nothing is 100% original or will please people 100%. But after, what is it, 5 years of crazy overblown ads, it definitely was time for a change of direction.

The market will tell us eventually if it was a change in the right direction.

At least they've had a go. Even if it comes a cropper, at least they've taken the bull by the horns and gone for it.

(Though two ads focused on male appendages might be a bit much.)

Anonymous said:

These ads are simply awful and potentially damaging to the brand.

Traditionally the worst ads posted on the blog garner the most comments and reaction. They are definitely NOT those that go on to win lions.

Everyone has an off day.

This is Ants.

Let's move on shall we.

Anonymous said:

All those involved should be very embarrassed.

Anonymous said:


Anonymous said:

Be careful boys you might see the client walk. They have form.

Get on the blower Patts!!!!!!!!!!!!!!!!

Anonymous said:

Is that Tripod?

Anonymous said:

Reality cheque

Anonymous said:

Who else stopped after watching two?

Hard to take to much of this in one sitting.

Anonymous said:

May be it's time to give someone else a go at Carlton Draught?????

Try something different Ant.


Anonymous said:

WOOOAH! A lot bad.

I liked the beard.

Yep that's about all

Anonymous said:

Hey people. I saw the research groups and punters pissed laughing themselves and then had a lot of clever,insightful things to say about the different things that trigger the desire for a beer.

Something many of you unfairly critical self ordained advertising experts missed.

I've been a Flight of the Conchords fan since I saw them in Auckland seven years ago. Lyrically and musically they are quite different from the minstrels.

A funny song is not an idea from four years ago, it is a technique to tell a story.
If you don't know the difference between idea and execution, you're either just starting out or you've always missed the point.

These ads will pick up and most of the public will love them. Popularity, recognition and possibly employment will continue to elude the bitter pricks who slag them off.

Anonymous said:

Not very good.

Steve Dodds said:

Dear 5.11 (and others).

Whatever the merits of the campaign (although I really like it) you guys are yet again drawing very long bows accusing it of copying the ads you referenced. Aside from having people singing, there is no similarity whatsoever.

By this logic we should avoid doing ads which have funny dialogue. Or punchlines. Or people. Or people. Or beards.

Tom Kuntz, aside from having a great name, is famously picky. I believe he directed the Skittles ad you mention. Certianly he'd be aware of it. Obviously he had no issue.

The comparisons to the Flight of the Conchords and Tenacious D are more plausible, but so what? I have no problem with people stealing from popular culture to make ads.

Possibly the most famous ad of the past 27 years (Apple 1984) was. Honda 'Cog' was. Sony 'Balls' was. Levi's 'Flat Eric' was. Etc etc.

Grow up.

Anonymous said:

Forget the big names behind them.

Forget the giant footsteps in which they follow.

Ask yourself, are they really that clever? Or funny?

Probably not.

Not terrible, just not good.

Anonymous said:

8.39 Somehow I feel a jury watching a campaign that mentions the brand name over 40 times will not be awarded as insightful and creative,

wake up to yourself. just coz you laugh at a penis joke doesn't mean a room of mature creatives will give it gold.

Anonymous said:


Anonymous said:

9.04 (only you)

Kuntz also made a rather shit Ford commercial. And he's mad.

Your point?

Anonymous said:

I just watched all of them and that singer annoys the FUCK out of me, and I just thought they were a bit juvenile...maybe the idea came after a few too many Carlton Draught legs?

That said i'm sure Joe Blow will get many Carlton Draught legs/elbows and but many beers. Job done I guess?

Anonymous said:

oh dear

Anonymous said:

the small ads?

Anonymous said:

funny. I was just reading some of the blog postings for Skytroop (all time biggest comments on the blog). A lot of the same "shit", "Clems are shit" "Fosters are shit" guff is on that thread too. The same bitter people me thinks?

Time to move on my bitter friends. A whole new world awaits you.

Anonymous said:

Favourite three spots anyone?

Anonymous said:

Hey 6.43 thanks for letting everyone know ads existed before 2003. you're a real mentor for the kids.

Anonymous said:


I apologize for my earlier post at 9.04.

It obviously should have been made anonymously to raise it to the same level of importance as the other comments in this thread.

Once again, I apologize to all of the brave contributors so far for the bad form, and hang my head in shame.

I blame Lynchy.

Steve Dodds (maybe)

Anonymous said:

a lot of people didn't get why a gorilla was banging drums either. just sayin...

brave work, well done to all involved.

Anonymous said:

For an original and really funny guitar ad try this from 4 years ago...

Anonymous said:

Glad someone picked up on the Satrbucks 'Glen' ad.

It was brilliant and your just not allowed to be that much the same.

Anonymous said:

Guys, you can't be serious. Lots of great and famous ads with funny guitar have been done before...

Not to mention the movies and comedy acts.

These are quite funny, but not as good as many others and absolutely not original.

Sorry, I thought they were going to be great.

I'm pretty let down.

Anonymous said:

Ummm... you saw the research groups 8.39? That would make you an insider - with a somewhat biased viewpoint.

Got a guilty conscience or something? Feel a desperate need to defend the campaign?

Personally I'd love 50 cents for every extremely bad or bland campaign that the AE or client would later tell their boss, in defence of wasting a few zillion dollars, that the campaign "researched well".

If you've been in advertising ten minutes, you'd know concept testing proves nothing. The Heineken "refreshes the parts other beers cannot reach" bombed badly in research - the groups hated the ads, absolutely hated them. Yet it became one of the best-loved, most awarded beer campaigns in history.

The ads were funny. They were different. They cut through. Oh yes, and they were relevant.

Anonymous said:

Wanted to like them, just can't.

Michael said:

Hmmm...well, it seems Ant misses Rubba more than any of us realised.

Anonymous said:

Yeah they blatantly ripped this one off too, apart from the music, it was also shot in colour

I agree with Doddsy.

Jay said:

Noticed this story is already 8th on CB's ALL TIME MOST COMMENTS list. (There's a chart on the right side of the blog, near the bottom). At this rate, bet it gets to #1 before the end of the week. There's already over 25,000 views of the ads on the Carlton site, all from the ad industry, as it hasn't gone public yet.

Anonymous said:

prediction. A sleeper then hugely popular, then every clueless cunt here will be referencing it for there bank or car or insurance ad. Well done Ant on having the balls, brains and bravery to stand out.

Anonymous said:

This suite of films makes me feel queazy in the "ha ha ad-guys are funny" way. What a shame I wanted to like them too. They ended up cheeze-balls.


Thanks to all the people, who have sent me positive messages on email and through the web, especially the CDs of agencies I love and respect: very kind.

To all the people on here who genuinely hate these ads: cool. I respect that and respectfully say I can't please everyone. I got it wrong: for you.

To the guys making comparisons with Flight of the Concords: Yes musical comedy is great huh? There's also Tenacious D, The Lonely Island, Scared Little Weird Guys, Tripod, Tim Minchum, Weird Al Yankovic, Otis Lee Crenshaw, Steve Martin, Dudley Moore, Monty Python, Mel Brooks, The Marx Brothers, Fred Astaire...

To those who say my old stuff is better than my new stuff: I'm just thankful you like any of it. I hope you aren't the same people who bagged the old stuff when it was up on this blog though.

To JayF: if that's you Furbs thanks for never hiding behind anonymous.

To the guy who said, "if I was Ant's CD I would..." : Thanks. Nice to be patronised by you.

To the guy who can't see the branding: Um, if you walk away and know the brand - that's branding. The other bits are persuasion and entertainment.

To the guy who's standing in room full of people not laughing: I've see a room full of strangers in the target market laughing so for F&@ks sake get out of that room! It sucks in there.

To the guy who didn't like me saying music was part of the brand for the last few years - sorry I possibly should have said 'always part of the brand' but it doesn't change my point. I didn't criticise the past work at all so probably just calm down.

To the guy who must of worked at Patts in the 1990s: Yeah I like the old ads too. Perhaps people should get on line and check em out. I like the guy on the horse. And the weird Melbourne one. Especially interesting are the early ones with the VB tune under them. That's branding for you...

To all those with constructive feedback: oh that's right there weren't any.

To the bitter, unimaginative hacks - what have you done for ME lately?

Oh and to the guy who intimated I won some awards in the past: thanks for sticking up for me. You need a little encouragement on this blog once in a while.

Especially thanks to the people I've seen with my own eyes, laughing their asses off.

Goodnight all. (I said I wouldn't look on here but couldn't resist in the end.)

Kind regards,
Ant Keogh


Oh one last thing, I forgot. It was NEVER a publicity stunt to hold off on running these ads. I swear. In my opinion tricking the public would be off-brand. Clemenger never used the word 'controversial'. That was the media. To me they're not controversial at all.

The Voice fo Reason said:

That is the biggest pile of pooh I've seen in ages.
Made from Crap.

Anonymous said:

Cannes winner? Oh, it can't miss.

-Adfreak blog (USA)

Anonymous said:

I think the simple test for me is Q: Am i jealous, wish I'd done that? A: No.

Mick said:

I think it's probably time all you nay-sayers start your back peddling. This thing is already on Bestads, shots "contenders", adfreak... etc

Anonymous said:

Not sure about everyone else, but I much prefer the way Mr Keogh responds to criticism on this blog than Mr Cummins. Half the length. Twice as believable.

Anonymous said:

The old draught ads were better before McGrath and Ant and rubber and those guys messed it up.

Anonymous said:

Another campaign. Smeared with meat and thrown into the kennel.

Jesus you guys are cunts.

Anonymous said:

I loved the first three. They should have just kept that same song going with random parts of the body. I can't actually remember the others but the first three.... pure geni arse. Well done.

Anonymous said:

Most of these comments make me ashamed to work in advertising in this country. For the last 15 or so years Ant's work has been the bar we have all strived to reach and I think he should be shown a little more respect.

Anonymous said:

Lovely stuff Ant, you've made a lot of people very jealous.

TonyHoad said:

Thanks, Ant, for reviving one the great and lost advertising arts - the jingle. Or the Carlton Draft tingle, as the case is here. Yes, we'll all seen Tripod, Doug Anthony All Stars, etc., sing funny little ditties. But gee, this campaign is so well done. Up there with Benny Hill at his very best, and that is a genuine compliment. The advertising is as refreshing as the beer and it just makes me what to have one right now which is the point of it all surely. Cheers!

Anonymous said:

150 Odd comments after less than 24 Hours, fair to say it's on the way to being the most commented on ad...

Anything that generates this petty industry chat can only be a good thing.

Well done to Ant and everyone involved, great work, (I wish i was a part of it...), I certainly think you'll be amongst award winners this year.

(P.S. The AM who commented at 4.15, get off your high horse you tool.)

RF said:

Ant, and the Clems team, you should be proud.
To the guy who is confused about the branding - take your speakers off mute.
Personally, these ads stick in my head; and not like the desperate ring of a thought gone wrong.
Well done,

Anonymous said:

Very funny, fresh and builds a good brand message... What's not to love?


Anonymous said:

You continue to inspire Ant, well done. People can't help themselves with negativity, it makes them feel better. Thoroughly enjoyed reading your response.

Anonymous said:

is the guy with the guitar Paul Middleditch with no hat and a beared?

Anonymous said:

It's an ad. It's funny. It's better than 98% of shite on the telly. Get over yourself you negative fuckers.

Anonymous said:


Don't let the naysayers get to you. This latest installment in the evolution of CD continues to stake out new territory in beer advertising. As you have always done. Remember, those that can, do. Those that can't, blog anonymously.

Tim H

Anonymous said:

its funny how people are saying it doesn't build on the Made from Beer line, but has any of the work? And for that matters who cares? Made from beer is so simple weird and random that you can put almost anything with it, like they have, and its still great. These are funny, memorable (i was humming the tune all night) and in an industry all to ready to cut down something new seem pretty brave. If they remind people of Skittles ads that should only be seen as a positive and on that what the hell has a guy who turns everything he touches into skilttels got to do with tasting the rainbow. Fuck losers the bar is high and most of us are falling well short of this work. Congrats to Ant etc

Anonymous said:

Ant, I took your advice, got out of the room, had a few beers and laughed, woke up singing the song...really looking forward to see how it goes with the punters, nothing else matters... Good luck, sincerely hope it's a hit ....


EL G said:

This is really good advertising.
Its entertaining, memorable and makes me wanna drink Beer.
Best Ive seen coming out of Australia for years.

What I dont understand is how are these controversial???
To whom? By whom?

Not even the worst lesbian tree huggers at FACTS could possibly find anything wrong with this.

Anonymous said:

Ant, I'm the person who you felt patronised by in my earlier, constructive, comment.

I was a CD when you were in short pants, and have worked under some of the finest and most respected CDs in the world, at agencies including The Campaign Palace in their heyday and Saatchi's London in theirs. I used to be as prominent in the business as you are now.

The Carlton Draught Tingle IS the key property of this campaign, and you'd do well to recognise that. It's great. But in the spread of the campaign as it appears, it's only one small element. IMHO it should be the central element. It's infectious and has great potential power.

If you feel patronised by my advice, so be it. You may feel that you're king of the world right now, as I once did - but none of us can be that sure of ourselves that the counsel of older, wiser, more experienced heads should be dismissed. That's something you'll understand as you get older.

Anonymous said:

I've said it before and I'll say it again. Ant, class act.

Anonymous said:

Classic Mulligan and O'Hare from Reeves and Mortimer-
Even the beard and polyester top is the same.

Anonymous said:

As the great painters and dockers sung, jealousy is curse. Well done to Clems - again. Break out your guitars my friends - the halcyon days of the jingle are back.

Anonymous said:

Maybe a little iced coffee for my liking, but it's definitely a better direction than swarms of people gathered in public spaces pointing at oversized versions of the product.

Anonymous said:

I just heard them on the radio.

Doesn't matter what anyone here thinks now. Joe Bogan loves them.

Anonymous said:

Nice response from Ant. Forthright and polite, a rare combination.


(Don't you hate it when the inevitable "but" comes along?)

But I must say I was a bit taken aback by the comment on branding.

"To the guy who can't see the branding: Um, if you walk away and know the brand - that's branding."

Did you really mean that, Ant?

What about brand values? Because that's what branding is about - not just remembering the name, but what the name stands for, what it represents.

The classic example of branding gone wrong in Aussie beer ads is VB. (Not your problem Ant, I know, but a good example.)

VB was the ultimate beer brand. "A hard earned thirst" wasn't just a line, it was a reflection of VB's blue collar credentials - credentials that gave it credibility above and beyond any other beer, and that appealed to all the soft cocks out there (like us) who never did a day's hard labour in our lives.

In a few short years, those credentials has been undermined with a series of campaigns that have ignored VB's brand values for the sake of making 'funny' ads that could have been run for any beer.

Sure, people still remember the name of the beer. But the branding has been lost.

So instead of maintaining or building on the brand values, the VB ads nibble away at the foundations of the brand. For a long time, not much happens. But if you keep chewing away at the foundations, eventually the whole thing falls in a heap. As happened with Foster's Lager - once Australia's iconic blokes' beer (beloved by Bazza McKenzie) and now a laughing stock brand in this country.

This has been happening across the beer spectrum. No one builds beer brands any more. Everyone makes 'funny" or "big" ads. And all the ads are interchangable. VB ads could be Tooheys ads could be XXXX ads could be Carlton Draught ads could be Solo or Chocolate bar ads.

That's what branding is about. And that's what been lost. By clients who think short term. By agencies that don't think at all.

A brand isn't just a logo or a name. A brand is much bigger than that. A brand is all about the values of the product, what it

Paul Meates said:

Why must we fight like this? Easy big girl. Shhh- shhh-sh. It's all gonna be OK. It'll be o..........k......... Yes it's tricky, making ads, but love is always tricky. shh, shh. Love is always tricky.

Anonymous said:

If Ant was Rudd, and this blog was commenting on Government policy rather than an ad campaign, he would be overjoyed. The votes seem to be going a good 60% in favour, which would be an electoral landslide.

Of course, just as Rudd winning the next election wouldn't prove that his policies were any good (they clearly aren't), winning this blog doesn't make the ads good are bad. But it's still not a bad poll.

Now let's see what the real voters - beer drinkers - think. (After all, we're just advertising wankers and don't count.)

Anonymous said:

To the juniors on this board how might just be despairing right now, what you're witnessing is quite unique to Australian advertising.

Call it tall poppy, jealousy, spite, anger - it's unpleasant, anonymous sledging.

Watch the average commercial break and you'll see why it exists.

You see, most people don't get the opportunity to do nice work. They try, but fail.

The economy, the suits, the politics, the research - pretty much everything's against you. Sad, but true.

As such, a bitterness creeps in - this is made real on the blog.

And anything that peers over the parapet of crap gets pulled to shreds.

Mainly due to jealousy, but it also believe it makes them feel good to rip into talented people without them knowing who the hell's doing it.

It's cathartic I guess.

Full disclosure, I don't particularly love the campaign, but it's far better than anything I saw on telly last night, or for the last few months actually.

But the flower scent campaign for the blind? I think it's genius. I'm truly jealous. I wish I'd done it. Same agency. The best one in Australia.

Don't take any of these comments as reflections on what does, or doesn't make good advertising. That lies, ultimately, with the consumer and the juries - in that order.


Anonymous said:

Wow 9.56am, how old are you? Do you know how to use the computer or do you have to get someone to do it for you?

Showbags said:


You're a bloated cunt and need to be told that more often.


Anonymous said:

Glen.........Glen Glen Glen. Glen........Glen Glen Glen. Glen.........Glen Glen.....Glennnnnnnnnnnn.

Glen.........Glen Glen Glen. Glen........Glen Glen Glen. Glen.........Glen Glen.....Glennnnnnnnnnnn.

Anonymous said:


The rest is great fun, but the spots that really work are the one's where the beer is the real hero.

Anonymous said:

I think the reason Fosters is now a joke in this country... is because the beer was so bloody awful. The whole reason beer is referred to as piss was because of how crap Fosters tasted.

Good on ya Ant for taking the time to respond to the commentary. Can't say I am a fan of the spots, but they aren't crap & horrible as some people are saying. I guess we were all expecting another masterpiece and these haven't delivered.

Anonymous said:

buncha angry planners here

Anonymous said:

yet again this blog has turned into one giant bitchfest (again and again and again)

reading these comments has given me the carlton draught tingle in my head, time for a draught.

Anonymous said:

I don't get excited much by new advertising that comes out in this country... or any country for that matter... but I've got the same tingle of excitement that I got when I first saw Old Spice.

In my humble opinion, these ads are original, beautifully crafted and written, and I an happy to go on the journey of absurdity with them. How many other ads have featured bumped elbows as a catalyst for a beer?


And it makes me feel like a Carlton Draught right now.

And I'm a girl.

And it's only 12.55pm.

And I'm a teetotaller.

So yep, I'd say they're working.

Well done. I'm jealous.


10.38 RE: BRANDING: Of course...It's just a semantic difference. I don't call what you're talking about 'Branding' i call that 'Brand Equity' - that is, what would be left in someone's mind about a product if you took away the actual commodity its self - the subtotal of everything the brand stands for in people's hearts and minds. And that of course is ALL IMPORTANT. But when someone says, "That ad is good but it has no branding", what they mean is "I like what it says or it was entertaining or effective but I don't know which company it's for". So if you apply that to these ads I think you'd be hard pressed to watch them and forget what they're for. Hard to remember the phrase "The Carlton Draught Tingle" and forget it's for Carlton Draught. Um, that's kind of on purpose...
Kind regards
Ant Keogh

Anonymous said:

To 10:38

Ant Keogh gets branding because sales have consistently increased since he started working on Carlton Draught.

This happened because he understood what makes people love a beer brand (and because of changes in CUB distribution).

Park your pretentious quasi-planner bullshit.

So patronising...

Carlton Draught is success story. You can't take one comment by Ant and say: 'see he doesn't get branding'

And then support your point by using examples that have nothing to do with Ant.

It is not a coherent way to make an argument.

Evolution is a process of adaption. The way that people relate to advertising has changed. Ads have to be consistent with the brand but they cannot be 'ady' because people hate/are bored by most of the bullshit on TV. So what worked in the past will not work now. Because people have built up an immunity to it.

Carlton Draught ads are not interchangeable with Solo ads. Because people like the Carlton stuff more. They have a better relationship with the work and therefore the brand.

Anonymous said:

Guys, lighten up. They're well written. Funny. Memorable. Right on brand and sure to be a hit with Joe Bogan. Nice work.

Anonymous said:

10.38 I completely agree with you.

VB has been in a heap for years, GPatts let it sit for ages and then made crappy bogan bits and pieces here and there about kebabs and trailers and rode it into a complete mess.

I think it's going to take a wee bit of time to get it back on track.

Although I would say "A Hard Earned Thirst" is a piece of Australian history, just like "Good On Ya' Mum" and "You Ought To Be Congratulated" and is not really relevant to society anymore, so I can see why they moved on.

Anonymous said:

* The reason why the video may have twice as many views is because the videos have been set to LOOP. Nice one guys!!!

Anonymous said:

It's nice that a few people have commented on this blog apart from Ben.

Anonymous said:


I don't know you and in advertising terms you are a god and I am a total nobody. But coming on here and offering a subjective response to other peoples' subjective responses is kind of pointless and a touch demeaning to you.

Who cares what bloggers reckon? You should let your work speak for itself. It has very successfully on numerous occasions in the past.

Unless there is something factually incorrect or totally out of order (personal attack, libel etc.), let it go, man.

Regular guy............ said:

I am not a jealous advertising creative wanker, I am just a regular off the street punter that sometimes drinks Carlton Draught and sometimes doesn't because it tastes ok and its just a beer like any other.
I thought these commercials are very funny, some better than others but I did pass the link on to friends who in turn laughed at them too.
Surely despite the griping about originality (doesn't exist) and brand awareness (not my concern - I just like beer, don't care what it is as long as it tastes good, and I'll decide that myself) then all that matters is that people like me enjoy them.
Surely thats what you are all being paid a ridiculous amount of money for?
To provide to us something memorable and funny/sad/poignant etc depending on what it is you're selling. Or is it really all about you and how far up your own arse you can get without completely disappearing.

I love them.

Thats my 2 cents.

Ben said:

Fuck you lot are depressing. Seriously, pull your heads in.
Ant, good on you for commenting on the blog, but don't bother. You are just giving these dried up hacks cannon fodder.
Massive wankers like you lot are the reason why I want to get out of this industry, just a pity there's not much for a old copywriter to do.
The Australian advertising industry is the only industry in the world that is full of complete and utter freaks who don't support each other.
Ant made a good ad, maybe not a great ad, but support him and other people like him.
Don't get your shit stained knickers in a knot if you're not making any great ads, and hassle someone that is.
I only jump on this thing every now and then to look at some good ideas, but I seriously can't see why I bother.
Emo's have more get up and go then most of you lot.

Kate said:

Wow. What a nasty little world all you negative people live in. It's sad that this site has become a punching bag for frustrated whingers who have to write boring treatments and compromise their integrity all day. I think these ads are brilliant and most of the other ones that get bagged on this sad site are pretty good as well. Why don't all you haters cheer up and go hug a puppy or something?

Anonymous said:

The Carlton Draught Bingle.

Anonymous said:


thank you -- perfectly stated.

As illustrated by these comments, the (new) strap line for our country should read "Australia -- where you can be whatever you want... as long as it's the same as me."

No wonder we excel in mediocrity. Sad.

Anonymous said:

aaaaaahhhh, advertisers again talking about whether or not they like the ads, whether or not the ads talk to them. Funny thing is, your opinion counts for shit. The punters are the ones who matter and they will love the irreverance and messaging throughout this campaign. Get over yourselves and head to a pub (not a bar full of planners and AM's) and you will find "blokes" (not just bogans) talking about this campaign and drinking carlton draught (and staring into her bumpy face)

Anonymous said:

Is the back up singer on Myth Busters?

Anonymous said:

"Don't get your shit stained knickers in a knot if you're not making any great ads, and hassle someone that is."

You're the last person who should be giving advice like that ya twat.

Anonymous said:

To the old CD guy who likes the 'tingle' property. So he should have the same song in every ad then? i think that would get annoying. I like the 15s the best anyway.

Punter said:

My partner is a creative and I often have trouble hiding my hatred for this Industry. For once I was not offended, patronised or bored watching these spots. (Unlike the 'Magic Salad fuck off now ad' ) Will I remember them in a few weeks time? Probably not, but at least they entertained me. Sometimes that's all people need. All of you haters are obviously insecure whingers who can't crack a good campaign, so it's far more easier to bag the shit out of people who do. After all, you're just making ads, you're not saving lives.

Anonymous said:


Let's be totally honest. Advertising is a competitive industry and we are all competing against each other - for money, awards, jobs, briefs and so on.

I have nothing against Ant. Don't know him. But he is here "PR'ing" his work. That's his right. But such efforts - and similar efforts by everyone else across the industry - are all designed to further the careers and interests of those involved.

It is all a very clear attempt at shaping people's perceptions of work and attempting to gain personal advantage from doing so. And it is a zero sum game. The more and better someone else does or is perceived to do, the harder it is for me (and everyone else) to get ahead.

Call me a cunt. Call me bitter, twisted, a hack, a disgrace, talentless, sad or whatever. It's true and we all know it.

Yes, I work hard and focus on my own game, trying to do my best and get ahead by building my folio. But Ant (and everyone else) has his interests and I have mine and I am certainly not going to be rooting for him from the sidelines.

Anonymous said:

Gotta laugh at some of these comments.

Australia is the only place where ad people bag each other's work?

Sure, and it's also the only place where politicians lie.

Go to Cannes - I've seen scenes out of the Blues Brothers there, with people throwing stuff at the screen and podium. At least the sticks and stones thrown here are only metaphorical.

Anonymous said:

Gotta laugh at some of these comments.

Australia is the only place where ad people bag each other's work?

Sure, and it's also the only place where politicians lie.

Go to Cannes - I've seen scenes out of the Blues Brothers there, with people throwing stuff at the screen and podium. At least the sticks and stones thrown here are only metaphorical.

Anonymous said:

9.56 - back in your day you probably didn't have to put up with 200 people taking pot shots at within the space of a few hours either.

Anonymous said:

9.56 Back in your day you probably didn't have to put up with 200 people taking pot shots at you within the space of a few hours.

Anonymous said:

I went into my CD's office today with some concepts for a new campaign and he bagged all of them. I got really annoyed and accused him of just being negative and frustrated at his own recent lack of success. He agreed, apologised for his recent bitterness and agreed to be positive and uplifting for all future work that I show him. Our world is now about to become perfect.

Anonymous said:

Cringeworthy. Sorry.
Emperor = in altogether.

Anonymous said:

Fuck off. You're a hypocrite. You talk about supporting people but at every given opportunity you snipe out everybody that falls into your sights. Or, failing that, you try and sue them.

Anonymous said:

3.24 and 3.31 are on the mark.

Advertising is a people industry - it's all we've got, all we offer.

And people are naturally competitive. That sometimes makes them jealous, occasionally nasty. But that's not really evil. It's just the way we are. Some of us can be helpful and even modest. But all of us have chips on our shoulder of varying weights.

Ever been in one of those situations where a number of creative teams are working on the same brief? (We used to call them Pattslotto at an agency I once worked at.)

If you have, be honest - didn't you want your concept to get up, even if sometimes you knew in your gut another concept was better?

Didn't you feel a little of that Salieri style schadenfreude when the client or account director found a reason to knock back that better concept and went for yours instead?

Or am I the only selfish bastard in the industry?

Anonymous said:

Got to say I agree with that guy above.

Ant you made some (more) great ads.

Your initial reply was fine, but don't give them the satisfaction of responding to every one of their jealous venting - tempting though it may be.

Anonymous said:

How ironic... I love how people bag out this blog for the bagging out that goes on in the blog.

The main reason for looking at these blogs is to see if someone actually comes out with a good pay out. Considering the standard of some of the comebacks on here from so-called creatives, I am not surprised how unfunny a lot of supposedly comedic tvcs are.

I guess I should comment on the spots. It's too bad that they haven't managed to maintain the standard of the past few campaigns. You'd expect more from the 2nd best folk musical parody trio in Australia. The only tingle you'd get from these spots is the desire to go to the toilet instead of watching these ho-hums.

What happened to the days when the most watched program on tv was a show that played the best ads on tv? Oh... that's right... they actually had entertaining spots back then.

Oh shit... I haven't been humorous enough in my own post. That could turn out bad for me. Someone might bag me out. No... Wait... Hang on! With the creative standard of most of you punks, I don't have anything to worry about whatsoever

Go on, put me in my place you twats

Anonymous said:

that ad reminded me how long it's been since i had a good root!

Anonymous said:

"Ever been in one of those situations where a number of creative teams are working on the same brief? (We used to call them Pattslotto at an agency I once worked at.)"

Was it Patts?

Anonymous said:

Speaking of VB and bogans, whatever happened to Bundy?

Anonymous said:

So 3:24 you're basically admitting you're a cunt?

Anonymous said:

sorry but am i missing something...these are bad.... and that awful user generated crap for snickers that has garnered wait for it ...150 videos on their good?????.........what has happened to this business....professionals like someone eating a choccy bar....yep thats that 'ad' people....but hate to be entertained and connected in a visceral way....have a long hard look at yourselves of mirrors....or go and make an ad about people eating a choccy bar as fast as they can....and get 150 responses....even if it is 1500 videos its still only a 1500 bar increase in sale with a big boring media wonder media companies aren't recommending web routes so they don't get any money out of buying free space and two it is sooooo cluttered agencies have to lie to clients about who has actually seen it and responded. a lot of the agency appears in those snickers ads....just a thought....i just can't see how these are bad in any way whatsoever.

Anonymous said:

4:09. Yes. It's natural to feel that way. But what makes a man is his ability to rise above that base instinct : envy.

Anonymous said:

3.24 and 4.09 both have valid points.

There aren't enough jobs/briefs/trips to cannes to go around, so if someone else
is making great ads and you're not then he's going to be the one the CEO invites to lunch at the country club.

But here's the rub. In my experience the most talented people in this industry are also the least cunty and most enthusiastic about great work, even when it's done by a 'rival'. Why? Because they know they can play in the same ball park as the guy who did it, and the next opportunity they get or create for themselves will be just as good.

They also know that every time we as creatives manage to get great work past all the suits/cds/researchers/planners/tea ladies that try to scythe it down at the knees, it's one more nice piece of communication that a decent client will see and want for his brand. Great ads that sell lead to more great ads. And when clients are brave enough to put their cash behind work like this, you better hope it works as there aren't many risk takers in the marketing depts around Oz as it is.

So if you genuinely don't like the work that's your right. But if you like the work but secretly hope it will fail to sell product or are panning it here because you don't want the creatives involved to get further ahead than you, then you my friend probably don't have enough talent to get these sorts of briefs in the first place. You'll also be the first on the block when Kenneth the axe man from finance gets his red pen out. So compete with the guys in the office next door and work your balls off to beat their ads, but if they do something great for a big client with loads of dosh, man up and be glad for them - because the next brief will be another from a happy client who buys good work.

Anonymous said:

4.09 - clearly you are not the only selfish bastard in the industry. You have many many selfish bastards in the sandpit with you.

I think we should take a leaf out of the design industry's book. Look on Motionographer and see how people don't bag each other out, but offer feedback and helpful criticism. Advertising just attracts arse holes I guess...

Anonymous said:

I watched the whole lot earlier today - I thought the songs could have varied a bit more with each clip but guess what...


I would also think it's safe to assume that there will eventually be countless people on building sites around the country getting the Carlton Draught elbow/leg/tingle towards the end of each day. I reckon the catchphrases from these are almost a shoe-in to become part of the vernacular very soon.

I'm relatively new to this industry and it's work like this that makes me think that maybe - just maybe - one day i'll get the chance to do something half as interesting and have hundreds of detractors like you guys.

Well done (again) Ant and co.

Anonymous said:

3:24PM. So what you are trying to say is you're an asshole...

Anonymous said:

Gee, 4:09, you'd be lucky if the kids on this blog have got any idea of who Salieri was (luckily there's Wikipedia if they can be bothered), or the poignancy of that story. I'd bet most have no idea what schadenfreude means, even though I'm sure they've felt it. Thankfully, there's both 'Dictionary' and 'Thesaurus' on that new fangled computer thinggy, 11:29. I can just get my gnarled, arthritic old hands to use it. Yes, it's 'old CD guy' here again, 9:56 as I'm colloquially known, struggling to remain upright on my zimmer frame. And to 3:10, the answer is yes; it's what we used to call a Campaign.

And now I'm exhausted, so if you don't mind, it's time for my nap.

Anonymous said:

i couldn't sleep cause the song was in my head.

Anonymous said:

Come on you bitter fucks, lets get to 300 posts. You know your shallow gibber can do it!!!

Anonymous said:

No Ben I'm talking about you not about me.

Anonymous said:

Are all these comments from Ben or are just most of them?

Anonymous said:

Stop..,. This has the most comments of any story on the blog - ever - Go for 300?

Anonymous said:

You guys... Seriously admit it. You come on this blog for the bitchiness. I know I do!

Anonymous said:



Anonymous said:

In answer to various comments, yes, I must be an arsehole because I have at times let my competitive spirit overcome my better judgement and failed to fight for someone else's work. I haven't undermined it, just failed to say, hey, that's better than mine.

On the other hand, maybe my better judgement wasn't always better. I've also been in the situation where I've presented two concepts, loved number one, and everyone else has loved number two. I've fought cat and dog for my preference, but lost in the agency, in research, with the client, and number two got made and became a very successful, very popular ad - one I've got on my reel. But I still think number one was better.

Yet maybe I was wrong. And, gosh, maybe all us commenting here are wrong - whichever side we're on. Or if we're right, maybe we're right for the wrong reason. In the end, I've yet to come across a genius in advertising. No one is splitting the atom. A few of us have written good books. (Joseph Heller was an ad writer.) But genius? None of us. (How many AEs end up running BHP? Never happens.) So we go on our best guess. We fight for our work because we think it's good, but also because we like to win. But I know, often, I'll look at something I fought for years ago and realise, ooops, I was way off beam.

We can be wrong. In the end, it's just an opinion.

Nothing wrong with that. But let's at least have opinions that are thought through and have a little dignity attached.

Though clearly, anyone who abuses someone else for referring to advertising basics or campaigns that ran before 2005 is obviously an idiot.

Anonymous said:

Just because you couldn't sleep 5,26 doesn't make it a good ad or a good jingle (or a bad one for that matter).

There are plenty of extremely bad songs that get into our heads and extremely bad ads that we remember for years and years. (Where do you get it!!!)

You'll need to think a little deeper than that.

Anonymous said:

to all the haters:

your penis, your penis it's not where you might think..
it's found on your forehead..
it's floppy and it's pink.

Anonymous said:

Entertaining? Maybe... Do they do anything more than entertain? NO Will that work for sales? Maybe but it will only be so long before that brand requires more substance.

Anonymous said:

3:24 Advertising is not a zero sum game (i win you lose or vice versa). There is one Grand Prix at any festival, but there is no cap on golds and there's no cap on good ads on TV or online, print, radio or any other medium. The more good ads the better. There's an economics term which goes something like: A rising tide lifts all boats. We need more good work out there so more clients expect it. So there is no need to wish ill upon people or their work. And maybe check out or buy a puppy because you need a little love in your heart.

Anonymous said:

Why does this ad fail for me? The Big Ad and Flashbeer both had overwhelmingly mass appeal for a mass market product. It's a terrible cliche but my mum and dad, my father-in-law, my younger brother, my wife etc. - all of whom couldn't give two hoots about advertising - all loved them. They were brilliant because people were talking about advertising. To me, this work is too quirky. Some people will love it, some won't. But a whole bunch of people just won't get it. Unfortunately, the gar was set very high. This work doesn't quite sail to those lofty heights.

Anonymous said:

5:47 You are so full of it. But it has been fun annoying you.

Anonymous said:

these are great! - if they were made 5- 7 years they are ok....reminds me of reeves and mortimer mixed with pot of noodles office type gags. Songs are weak. But hey, at least they are not your usually bloke, boobs, pizza fest.

Anonymous said:

Good comment 6.12

Anonymous said:

wow - did you see how many casting agents they went through - Melbourne, Sydney , Brisbane and LA - and this is what they got!!!!, far-out - must of cost a fortune and really, the casting looks budget.

Anonymous said:

An ecomomics term? What the fuck are you talking about?

What you've said is nothing but vague spin.

The more units moved the better. People buy a product because they like it and think it's quality. There are plenty of shit ads for shit products and people still buy them. And what's this bullshit about e-harmony and puppies?


Anonymous said:

I agree.

Gar set too high.

Anonymous said:

Just watched them and laughed out loud, great work, what's all the fuss about?

Ricci said:

That's funny 4.35PM, those 'Snickers' ads you think are boring are actually Picnic ads. Doesn't say much for "branding" hey Ant?

Anonymous said:


Anonymous said:


Those are some of the wisest words I've heard since I started working in this absurd industry. Thankyou.

Anonymous said:

9:56 Okay you're trying to create a consistent campaign, cool, what you're saying kind of works but 3 things -
(a) the tingle wouldn't even work in the 15s
(b) when you hit your leg on a cabinet it's not a tingle is it? It's a 'hurt'... the tingle happens when you go down a hill and you feel it in your...etc
(c) It's funnier in say 'Leg' that his leg is controlling him as he runs down the street. Even the words Carlton Draught Leg are stupid/funny. And I don't really want to hear the same idea over and over.

Anonymous said:

These are really really silly ads - I like em. They make me smile.

Anonymous said:

I like them but don't think they hang together all that well. Think the 'man sensations' insight could've been pushed further.

Anonymous said:

Does it have to be said again, 6.21?

Because people say they "like" an ad doesn't mean they'll buy the product.

If you like the song, you can buy the CD (or download it). But if you like the ad, you don't buy the ad - there's another step involved. Somewhere along the way, the ad has to give people a reason to buy the product. That's where brand values come in.

This isn't a comment on the Carlton Draught work, by the way, but a comment on the ongoing silliness of some of the arguments (or non-arguments) being put forward here.

Before we can grumble about the over use and misuse of research, conservative clients and boot-licking AEs, we need to have some idea of what we're talking about, we need to know why things work and why they don't.

Yes, the ideas are vital. But if you don't do the other stuff, you'll probably end up making ads that some people "like" (even if it is just your mother) but never, ever get real results.

Anonymous said:

these are entertaining and mildly bizarre. tv needs more of it.

craps all over the xxxx spots, man brand, low carb stag spots and the beer economy ones.

Anonymous said:

Guys, the internet just rang. It wants its wasted space back.

Ben b said:

Jesus christ people, eat some more fibre, it's getting way too retentive in here.

If anything, these spots are fun. Have a funny feeling they'll work their socks off. Maybe it's just a tingle. Or a leg.

It's a shame Ant has felt the need to respond to the caveman club wielding commenters on here - and I'm not referring to people who can construct a relevant, thoughtful criticism, it's the monosyllabic swear-monkeys that don't add any value to a discussion, let alone humanity.

Evoking the proverb 'don't put your pearls before swine' – genuine thanks for sharing these spots with us Ant, I laughed at all of them and enjoyed them as both pieces of communication and solid entertainment. I laughed a lot. Casting is gold. Not jealous in the slightest, I'm really glad this work is out there as it lifts the bar for all of us.

I hope other people who do great work like this don't feel the need to hide it from the rest of the industry because of a few juvenile dipsticks trying to puff up their egos by posting white anting piss weak comments on a blog.

Here's to an ECD who had the balls to present and follow through on this campaign. And it's one people will be cutting together in reference videos and case studies for years to come, trying to educate our clients.

The fact it went through research makes this an even bigger effort.

BTW - are these running on TV soon Ant? I'd love to see them instead of the majority of crap that's on there now. IMHO they'd be funnier than most of the Australian TV shows out there.

Anonymous said:

It's far easier to slag something off than to do something great yourself. It's also much easier to slag someone off than to be somebody of significance.

Sadly, you lose on two fronts:

One, people think you're a bitter little bitch.

Two, you never go on to do great things.

If I'd done half of what Ant's done in his career, or made 3.5 ads half as good as these 7, I'd be a fucking stuck up smug bastard. For some weird freaky reason Ant still remains one of the most humble, thoughtful and helpful people I've met in this industry.

All the best Ant and well done on your new role.

Brick said:


Anonymous said:

Well done Ant for taking on such a tough brief. It is virtually impossible to top some of your earlier work on this account. I don't think you have. But you have put in a very decent effort. In the words of our former PM, at least you didn't cut and run.

Anonymous said:

If you have read every comment to here, it's safe to say they traffic is about to polaxe you about late work.

Nice and calm said:

Thank you.

Thank you anonymous blog.

After reading the ignorant, small-minded comments of this week;

I have:

gone home earlier to my partner

spent more time with my kids

spent more time with dog

said yes to dinner with friends

paid some bills

tax return

cleaned gutters

washed car

went to cinema

cracked on with that escape plan first draft

so again, thank you.

Anonymous said:

I love lamp.

Anonymous said:

If you are familiar with Gavin & Stacy please read this in an 'Uncle Bryn' stlyee. (Welsh basically.)

Well Ant, I saw your ad, and you know what lad, I thought it was smashing....great fun.
So... get this, you know what I did....I went down to the pub, and I ordered a Carlton Draft beer. Never done it before. Not really a beer man, but I just wanted to prove that you ad worked, and you know what Ant,it was great. Cracking.

Chris said:

Imagine if all the anonymous comments suddenly changed to reveal who actually wrote them.
There'd be a lot of embarrassed CD's, MD's, juniors, suits, planners etc. I wish there was a way to do it.

Two interesting points earlier mirror what I've been thinking.

Firstly I agree we all want to pull everyone else down because it serves ourselves. We are all competitive and want our work to be the stuff that is loved and wins. I do it. Not normally in the comments section here but I do it when discussing campaigns from around the industry over a beer on Friday.

However, someone mentioned something about "when the tide is up all boats rise" that got me thinking. Nice quote. I agree.

If we all got behind work like this (and punters loved it as well) we'd be in with a much better chance of getting quirky, irreverent, funny, entertaining stuff out there for our tougher clients. And lets be honest, wouldn't we all prefer to be doing this style of advertising regardless of what you think about these particular ads. This advertising is much better than what most of us will be rushing to draw up before lunch.
You know it, look down at your layout pad.

I for one think they are good. I don't love them. I love the oddness. But if there were 300 positive comments, there might be the beginnings of a case study we could share with our clients and expose them to the sort of advertising we'd rather be making. "Check out this new campaign. People love it."

Of course the punter needs to love it first. I think they will (especially Tingle).
It will polarize like some of the best beer ads before (TED tongue?). That's a good thing. You'll get that tap on the shoulder from a mate as he points to the TV in the pub and asks if you seen this yet, with a big frothy smile on his dial.

The end result of all of this is a public that demands more of this sort of entertaining advertising.
Suddenly we'd see a lot more "Australia's funniest/biggest/best Commercials" shows on TV. We'd finally see a long overdue Peoples Choice award as part of AWARD or part of the Logies.

We'd see people saying "Wow, you did that Harvey Norman ad? That was hilarious."
"You did that KFC ad? Holy shit. Here's my number. Call me some time and we'll have a gangy".

Well done Ant, you're one of a small few paving the way for better advertising from us all.
Not bad for a small funny fella.


GPYR Melb Creative

Anonymous said:

See that man, riding a plane,
He's going to Cannes, going to Cannes.

Ant, love it.

March 18, 2010 5:47 PM, this is a little off topic but one I find interesting.

The age old question as a CD,

1 team 1 brief


Give it to everybody and let em duke it out.

There's positives and negatives for both, 1 team means you have 1 team, everybody knows Rick and Roll is working on brief X so when Rick comes round to your office, you'll be completely honest and even offer creative suggestions to improve the idea without seeking a writers credit. This means instead of 8 pairs of individuals, you genuinely have 1 team.

On the negative side, you need to really trust the team you give it, to crack it. It's more risky depending on the talent you have in your creative stables but if you hire the best, you'll feel confident that no matter which team you give it to. Oh, and there's the other major benefit, not wasting X times as many head hours. I wonder how some financial departments & MD's put up with it.

The other option is duke it out. From a creative point, you get more heads on the one task and a the CD you'll get 10 different creative perspectives instead of 1. It chews up head hours and make the internal office more competitive than the rivalry with the agency across town, but hey, who cares.

Personally, I've worked under both in small and large multinational agencies. Since being a CD myself, I personally only use the 1 team approach and enjoy not having the competitive cuntiness that I've experience at other places and creatively we do pretty well.

My advice, find a great CD that uses 1 team and enjoy workplace, help others in the office to be better, and work you ass off on every brief you get. Because I notice the teams the make the shit briefs good and will then give them a crack at the good brief to make them great.

They don't talk bout this stuff in Award school, prolly should.

Anonymous said:

Carlton Draught Tingle.

ha ha.

Make's me laugh. It's different. It'll sell.

-D. Ogilvy

Neck Tingle said:

Just looksee here at all this free insight scrolling past – talk about content! And it’s not CON-TENT as in contented happy campers no sir-ee though actually THEY themselves may well be happy and IN TENTS and everything… but INTENSE? Nah they couldn’t possibly be as intense as ad folk and sorry but what I’m really trying to say, about content, is WHAT IF this particular comment thread was woven into something more and packaged up right: edited, bound and presented funky slick and nice like Kevin Roberts’ lovemarks with all treatments and fancy stock but reading as a modern-day 84 Charing Cross Road friendship cum Griffin & Sabine love story, the whole cutesy You’ve Got Mail repartee type format going on… they could sell it off as a slice-of-life snapshot of the real or otherwise warts’n’all underbelly of the Aussie advertising scene kinda ,or not so kind, the nasty little book they DIDN’T want you to see with all of us at our butt-ugly worst and topically entitled The Tingle Bingle for well, you know… that mass audience. Yep one glossy old Campaign companion piece sitting up there alongside all those um obscenely priced award annuals, you understand. I mean… you’ve got these, that is, CB’s got a shiny goldmine of material for that sort of publishing. Just a thought people. Just.

Anonymous said:

It really sounds like a lot of you fucking losers haven't had a tingle in your man plums for a very long time and its made you very jealous and bitter!

Look at this ad
Look at your ad
This ad isn't your ad but your ad could smell like this ad
Look down
Look up
Your on a blog

Stop posting and try and get some fucking work done cocks

Andrew said:

250+ blogs later I still think it rocks.
You can't beat a bit of polarization.
Some of the public will not like it but a bloody lot will love it.
It will work and the more interesting stuff that makes it on air, the easier it makes it for all us to sell something different to our own respective clients.

Anonymous said:

I'm sure they're already cutting and pasting, 9.25. It's the next logical campaign extension/client selling tool/case study/miramax film idea.

Anonymous said:

259 comments!? Wow.

Wait, make that 260.

Anonymous said:

259 comments!? Wow.

Wait, make that 260.

Anonymous said:

I too ordered a Carlton Draught last night - just for you Ant.
Sydney fan.
PS fuck you for having that song stuck in my head.

Anonymous said:

Ant, not happy with you. I found myself singing "It's the Carlton Draught Tingle" to myself while getting ready this morning and it just happened again.

Normally at 4 or 5 today I would find myself having something a little boutique off the tap at which ever establishment I end up frequenting because, more times than not, it tastes better. Today it will be Carlton Draught thanks to you and your fucking tingle jingle.

Well done!

Anonymous said:

Beer is a happy product, so it kind of makes sense that it should be sold with happy ads. Also, it's not something with a lot of product differentiation, so it doesn't lend itself to classic USP advertising. (whatever we might say, taste testing shows most of us can't tell one lager style beer from the other.) So it's generally up to the ads to create a point of difference. Does this campaign do that? You'd have to say yes. Personally, I think it's actually the best 'beer' ad Carlton Draught has done in years.

Anonymous said:


Anonymous said:

a couple of observations.

1. if you think being competitive involves tearing down others work you are wasting a lot of time, energy and opportunities. it's behaving like the grumpy old tennis pro at the local courts who never quite made it but played with some guys who did in the juniors. he probably watches the Australian Open every year and yells at the TV. of course he knows what the players out there should be doing. you think federer sits around dumping on people? nope. he's out there busting his ass on his own game. training hard. late. in the rain. hurting. experimenting. fine tuning.

ant makes stuff. lots of it. movies. music. t-shirts. websites. he acts in movies and on tv shows. he plays in bands. he does stuff. he learns. so anytime wasted on blogging isn't being competitive, it's time lost that could be spent improving your forehand.

2. i've been stupidly lucky to work at some great agencies like wieden and goodby. they are about as competitive an environment as you'll find in our industry. what struck me was how positive and supportive people there are. everyone there realises it's hard to do a good ad. it's hard to come up with a great original idea. it's even harder to get a client to buy it. and then actually making it, the budget, casting, wardrobe, location etc even editing and music. jeeeze.

if you do end up with something great it's pretty rare - you have successfully navigated a minefield. bad ads are the norm, even more so these days.

3. i had an interesting chat with susan credle the cco of leo burnett in the usa recently. she was saying that because it's so easy to criticise these days with technology, clients were becoming even more vanilla and safe. so maybe your mum was right, if you don't have anything nice to say, don't say anything at all. if you do vent your spleen, you will actually be making it harder for YOU to do the kind of work you want to be producing.

4. i too will raise a carlton draught to ant tonight.

andy mckeon

Anonymous said:

Oooh, I'm gonna have the FINAL COMMENT on this one.

It's awful. Horrible cringeworthy, embarrassing shit.

Plus the song is a rip-off of The Beatles "Nowhere Man" (which explains why so many idiots on the blog are saying "It's so catchy" and "I can't get it out of my head". That's because it's Nowhere Man, you've been listening to it for 45 years!)

I never want to see these ads ever again - creepy, unfunny, gay bollocks.



Anonymous said:

Anything is better than that Lovells rubbish.

Carlton Draft it is tonight. I deserve a beer after reading through these comments – thirsty work!

AA said:

very clever!

Anonymous said:


The music is nothing like the Beatles 'Nowhere Man'

Here's a link

Listen and you will see what a chump this guy is (unless he means that it is a 'rip off' in the sense that Ant stole the idea of using a guitar and a man singing).

12:19 Your knowledge of music is only rivaled by your taste in advertising. Full marks for smugness though.

Anonymous said:

Over 270 comments.

That's all the proof you need that this is an amazing piece of communications.

Anonymous said:

9:25 PM, thanks for your courteous feedback. My concern with the tingle not being core to the campaign might just be a media issue. Let me explain.

Let's imagine this campaign was released conventionally, on TV. I think it would be important to launch with 'tingle' and once it's established, and has the whole country crazy with 'The Carlton Draught Tingle' spinning around and around in their heads, roll out the other variants.

But as it stands, released on a website, 'tingle' is just one of seven parts of equal value, when I believe it should have special prominence. Another suggestion: what if there were, say, three 'tingle' commercials, established over a period of, say 3 months, each a different, brilliant execution of 'tingle' and then you roll out the variants.

An example of this kind of roll-out from the most famous beer campaign of all time, the English 'Heineken. Refreshes the Parts Other Beers Cannot Reach' referred to by a previous blogger:

It ran in various very clever incarnations for quite a few years using just the original line. Then, with the campaign well established, they started to have a bit more fun with it. Are you aware of the classic 'Wordsworth' commercial? Poor old Wordsworth is having trouble writing 'I wondered lonely as a cloud'. Seeking inspiration, he has a Heineken and suddenly the poetry flows out of him. The slogan for that spot - and that spot only - was tweaked to 'Refreshes the Poets Other Beers Cannot Reach.' And so on the campaign went. With lots of different arms and legs, if you'll pardon the metaphor. Do you see where I'm coming from?

I think this new Carlton Draught work is potentially a great campaign, but you have to allow a little time for any campaign to get traction. Released as it has been on the net, I think they've blurted out a year or two's work - or even 5 or 10 - in one minute flat.

Make sense?

Signed, 'The Old CD Guy', AKA 9:56AM, March 18

Anonymous said:

There are some very Victoria Bitter people on this blog.
Go Ant. Love you you little dude you. And I don't even know you.

Anonymous said:

Ball juice. Desperate attempt at shit English humour. As a true Aussie these ads do nothing for me. I'll never send them on to my mates, and I'm sure they'd feel the same way. And I just want to slap the musicians. Would you hang out with gronks like that? Seriously guys. Faaaark.

Anonymous said:

@ 12.19

A comparison between these spots "nowhere man" is laughable however, a comparison to "nowhere man" and yourself is getting very warm

He's a real nowhere man,
Sitting in his Nowhere Land,
Making all his nowhere plans
for nobody

Anonymous said:

Jesus Fucking Christ Old CD Guy.


Most people on this blog weren't even BORN WHEN IT CAME OUT.

I couldn't even find it on Youtube.

Please. TRY and be a tad contemporary when you're making strategic recommendations.

Had an old fashioned long lunch?

Andrew said:

Averaging about 15000views per ad on the website. Not too shabby for day 2.
Sorry, it should be 14999, I've watched them twice.

Anonymous said:

Hey 'Old CD guy'
Why don't you just say 'Monty'.
You can't hide that Behellinsgate note of yours.

Anonymous said:

Why is it that old guys always trot out that Heineken campaign as the holy grail of beer advertising?

Yeah it was good but it's pre-historic now.

Let it go old chap, you had your time.

Anonymous said:

Agree 11.50.

I always thought Big Ad was just an ad - you could have whacked in any soft drink or chocolate bar and it would still have worked the same way. This is more a real beer ad; silly, but still a campaign that would only really work for beer.

BRICK said:

I killed a man with a trident.

Anonymous said:

Loved them - Me and my friends are their target audience and a far few were emailing them around, and most of which aren't in the industry.

Anonymous said:

A message for Chris GPYR Mel Creative.
If you want to bad-mouth KFC and Harvey Norman do so under your own name only, don't involve the agency. And just for the record, neither Harvey Norman or Jack Cowan [KFC Aust] are idiots. They run very successful businesses and know more about marketing than most of us ever will.

director. said:

i wish i'd done them.

BON said:

I'm on a horse!

3:33 said:

Don't lie 3:33PM, you're not their target audience.

You are the man you wish your man could smell like.

Anonymous said:

Go have some music lessons NOWHERE MAN GUY!

Anonymous said:

Oh hang on. They have ripped off 'Nowhere man'.
Both songs have the word MAN in them.
Fucking hell ant... so unoriginal. It's been done mate.

Anonymous said: seems to me you could do with a CD like Old CD Guy.

You really are in need of an education in the basics (as do most people on this blog). If you don't know about the Heineken campaign and can't see its relevance, you're in the wrong industry.

It would be like an English teacher not knowing Shakespeare or Dickens. (Or a copywriter, for that matter, but I guess that counts most of the so called writers appearing here out as well.)

The Heineken campaign is timeless and would still be better than anything going if it was running today. But if you want something more recent, look at Guinness. Except for a few unfortunate aberrations, it's been consistently brilliant for a generation - yes, even before the internet.

Also, think of the advantages if you looked back a little further than last year's D&AD annual or Cannes reel; you might be able to find something less obvious to pinch for your next breakthrough campaign.

Anonymous said:

Pretty funny to see anyone having a dig at Harvey Norman.

Man, that guy knows how to retail.

Oh, but then, selling stuff is a sin, right.

You've got to "entertain", you've got to get to be clever, you've got to impress your mates.

Oh, you crazy kids.

Anonymous said:

Love that sentence, 3.33. Hope you're an art director.

By the way, how can you tell who the target audience might be? Sure you're it?

The problem with most beer ads these days is that they usually go for the "any fucker with a mouth" demographic.

And as anyone can tell you, a product that is for everyone generally turns out to be for no one. (See recent VB campaign for example.)

That comment isn't about the CB ads, by the way, just for 3.33's illumination.


You impress the hell out of me Clemenger... glad I work here!

Chris said:

Hi Anonymous 3:36.

I read your comment. After, I read back over my comment just to be sure.

Don't think I was bad-mouthing either of those brands. They are both successful marketers yes. Big sales, yes.

But both are not known for being talked about at BBQ's or being emailed to mates on Friday afternoon. All I'm talking about is ads that entertain people. Ads that most of us would like to write and most consumers would like to consume.

Thanks for your concern though. I know it's coming from a good place even if rather misdirected.


Anonymous said:

I want VULVA to be 300.

Anonymous said:

Funny anyone having anyone having a dig at Harvey Norman? Let's not even go near JB Hi Fi. They don't even advertise and they're one of Australia's most successful businesses.

Tyler Durden said:

The Seventh Rule of Fight Club: The fights go on as long as they have to.

Anonymous said:

JB don't advertise, 4.24?

You need to get out more. Or less.

Anonymous said:

Oh look man, it's Friday, let's sing a song that sounds really gay.
I like chicken, jellybean cake, that's the stuff your mum likes to bake.

Riddle-dee-dee, riddle-dee-dum, here's a beer, up your bum....... and so it goes.

Anonymous said:

Congratulations Ant. You are the proud owner of the most talked about work on this blog for years.

Anonymous said:

I'm on a blog.

Anonymous said:

Does this count as a blog?

I mean, it's just the website of an industry mag, right?

A blog is where an individual has his own web log (full title) and uses it to show the world how clever he or she is, generally vent his or her spleen, or on rare occasions open the door to sensible conversations.

So, sadly 5.00, no, you are not on a blog.

Anonymous said:

WTF is Behellinsgate, 2:27?

Anonymous said:

Dear Old Cd guy
The Heineken ads differ from these ads structurally in that each was in a completely different style, designed to throw you off, in the sense that you didn't know the spot was going to be for Heineken. These ads aren't designed that way - each different enough to warrant playing them out in the same drawn out way. The tingle song over and over dragging it out would just feel like " Yeah I've already seen that idea" So I guess you're talking about wholesale change to the campaign. The reaction to this work all over the world (on every major creative blog, basically) suggests otherwise. Maybe you're one of those CDs who tinkers too much?

Anonymous said:


Anonymous said:

After wasting many a precious minute reading the 300 plus comments, I thought I'd add another.

These are ok. Fun, different and I do like them, hell I was singing 'the Carlton Draught elbow' all the way down the street yesterday, sad but true.

That said. They're no where near the standard of Budweiser 'Real Men of Genius'. Which to me are the benchmark of this type of work. A good effort though and I wish I worked at BBDO Melbourne. I had the pleasure of working at the Sydney office once, a terrible experience and quite a let down.

Anonymous said:

Carlton Draught site pulled! WTF!!

Anonymous said:

I trully think "The Carlton Draught Tingle' is where this campaighn wil head.

It is brilliant.

It is a jingle we remember.

I have never spent a whole day thinking about a brand of beer like I did today and I think many people on this blog might feel the same.

Am I right?

There have been post saying that any crap song can stick in your head.

Yes this is true, but the diffrence is with this is that I like it in my makes me feel good.

This campaign is a true piece of work.

Ant you are a very clever fellow.

It has taken the brand into a new level.

Mind you it needs a good ad as the beer tastes like shit but.

Anonymous said:

Well bloggers, hang your anonymous fucking heads in shame.

If you read another Australian website you might have known CUB were tracking responses from the site. You think CB's blog would somehow slip though the cracks?

If there's a switch to make anon revealed lynchy, now's the time to use it.

-shakes head and walk out of room in disgust-

Anonymous said:

The site may have been pulled by the client.

But it also could have been pulled by the Alcohol Beverages Advertising Code folk (ABAC).

Having dealt with these fine humourless folk, I'd very surprised if they'd pass the campaign.

Anonymous said:

As a Pom, may I say that you Ozzies don't 'alf produce some shit...

Tim James said:

I love this thread for two reasons, sadly the ads themselves isn't one.

1. The fact that the number of people bagging people bagging the work way out weighs the actually number of people (who, like me), weren't that in love with them and said as much.

2. The sheer number of people complaining about people posting anonymously, whilst posting anonymously.

Please, continue.

Anonymous said:

The campaign was passed by APPS.

Anonymous said:

Yeah I don't think the ads would have run at all if they weren't passed by the advertising board. I'd assume the ads were cleared.

Anonymous said:

March 19, 4.36PM - now that made me laugh!

Wow. said:

So let me get this straight. You spent $2.5million on production?

Just how do you get to be a Tom Kuntz anyways?

Anonymous said:

Can someone please explain to me the problem with posting your distaste for these, or any, ads put up on the blog?

Why is every negative poster automatically dismissed as cynical, envious, etc? Can't you hate a campaign without being a destructive hater driven by self interest and shame at the poor quality of your own work?

People post ads to this blog because a/ they are proud of the work, and b/ they want the world to know their name. It's a calculated risk. It if works, they increase their profile and pay packet. If it fails, they must accept that their reputation could take a hit.

I think in this case the reason we are at 300+ comments is because the weight of expectation was so great, the respect for Ant and Kuntz and Chairman McGrath is so high. Everybody desperately wanted this next campaign to be great, because if these guys with their resources and talent can't do world-class work on a brand like Carlton Draught, what hope do the rest of us hacks have with our insurance company leaflets?

There are no doubt a few tall poppy cutters out there, always will be. But I honestly believe there is tremendous goodwill towards these guys and hope that their work will be great. That so many on this blog consider the Carlton Draught Tingle a failure despite wanting it to be great confirms my gut reaction to this campaign.
It's just not funny.

Anonymous said:

Disagree with you 1.11pm.

I think they are incredibly funny, incredibly entertaining. I like the way they are cast, the way they are written and the way they are shot. There is love, passion and a great deal of craft and care in these spots. Not to mention talent and originality.

Ant and team, Im sure you are proud of these ads. And you bloody well should be.

Awesome effort. As good as all the other stuff that came before.

Anonymous said:

I'm having a bbq at my place tonight for those who are interested. No need to call ahead. Just rock up.

Anonymous said:

So this is the reaction when the bar is risen huh? First comes denial then anger then finally acceptance. Accept it's the best tv campaign you've seen so far this year and move on.

Anonymous said:

I'd be really keen to know how hard it is for Clems to get work up for Draught. Do they effectively have free reign? Can they pretty much get whatever they want up based on their track record? They arguably should. I think it would be very interesting to know. How many ideas were presented? How many rounds of creative? How much research? Has the brief from the client changed at all over the years? What was the proposition? Why? Ant, if you're still following this thread, I'd love to know. Honestly.

28 yrs old, 6 years in industry said:

It's a shame there aren't log-ons to post on this blog - to keep track of who's posting (however many times). It'd also it'd be nice to get an idea of age / time in the industry.

My gut feeling to these reactions is

50 year old advertising guy: Puerile, not funny, nowhere near as good as that ad that was shot 30 years ago. And what's the idea? Music? Where are my teeth? Did I leave them in the brothel? Shit if my 3rd wife finds out, I'm fucked.

28 year old ad guy: Fuck that is funny, random and cool. I wish I could do something like that. That guy has nice beardage. I wonder what I'd look like with beardage? I still can't grow a mo... Maybe I could just have a bottom beard? I could always just start wearing skivy's to work. Ah, this is the year I'll pop my cherry. You watch girls. Tiger Woods. In da house. What? Sorry Mum, I wasn't talking to you. No... Shut up Mum, I'm being interviewed!

14 year old ad guy: I hope dad buys some of that Carlton Draught so I can steal it for our year 9 swingers party. I'm sick of scoring pills off NRL players, I just wanna get pissed for a change.

Old Draught said:

I've worked with old-timers who did the bigger Carlton Draught ads light years ago. and also had a go at writing a few minnows myself. Some old timers will argue that Ant is taking the piss out of their legacy, tearing down the past and making a mockery - but I beg to differ.

I can still see the essence of what has come before in this work and homages to it. There's the use of music (in a kookier form), the socialisation, and there's that appetite appeal that hits you in a big way - bigger than other beer ads out there that's for sure.

Ant has actually been consistent with the branding despite what some might say. I know because an ad never gets the CUB tick without 99% of it in there - (some things never change). He's also got around the Alcohol Ad Standards quite cleverly - and that's made me marvel, as you tread a fine line.

There are safe ads in this world, and there's what Ant & Clems have done here.
This is brave daring work. And brave daring work often inspires fear. It often gets shouted down. Purely because it stands out like dogs nuts.

I hope that this work doesn't get mothballed. I hope this stuff gets the wider audience it deserves. These ads need to see the jury of public opinion, not just a week on a website, Campaign Brief or the inside of a focus group.

I also look at what Tooheys Extra Dry has put out there with their B&W pastiche, and Boags with their light sabers and cutlery drawers of beer- and think "Geez that stuff looks pretty - but which ad if you played them side-by-side is going to want to make me want to slug down their beer?"

I think I'd put my money on the Tingle. That bastard of a song has been stuck in my head for three days.

Anonymous said:

Yeah wow, how greatly disappointing. Trying so hard to be quirky they are just unfunny.

Paul said:

4:15 am... an Ozzie I couldn't agree with you more.
We just play at Advertising, but really we're just a bunch of blaggers.

Now watch as everyone slates predictable.

Anonymous said:

Draught-gate. Enough already.

Ben Kingsley said:


Anonymous said:

Not even going to pretend i haven't commented here before, but i have one question for all 328 of you (though i suspect its really like 4 very bored guys unable to surf porn due to a firewall at work). Ask yourselves honestly... which of you nay-sayers wouldn't actually be happy with this stuff on your reel?

(somewhere in the empty distance a tumbleweed blows by and we hear a dog howl)

Squirrel said:

Hey Ant...If you know 6.16pm, tell him to call me!

Anonymous said:

This campaign shows the value of great work. The Big Ad opened the door to a series of great ads. Whether this one is as good or a little less so is academic to me. What a fantastic body of work. How many other brands can point to a similar legacy. To me, the ultimate mark of humility and smarts would be for the briefs to be shared. I'd love to see what other brains could do on this brief and I think the brand would benefit in the process.

Anonymous said:

The level of negativity about anything bold and right on brand in these forums is absolutely ridiculous. It should be acknowledged that this is absolutely brilliant work. And remember it's not made for people who work in the industry!! The punters out there will absolutely love this and if it gets the appropriate weight some of this could make it into the vernacular. These are standout ads in the beer category right now.

Anonymous said:

@ 28 yrs old, 6 years

Good point. Not sure who the exact market is for Carlton Draught, but I'm 28 and thought this ad was piss funny.

Anonymous said:

sounds like a biiiiiiiiiiiiig waste of money

Anonymous said:

We still talking about this???

ANDY said:


Anonymous said:

Ant mate, you should never have hopped on the blog. Brave as it may be, it lowers you to the level, y'know...? And now the client will be reading your comments and placing their own context around each and every word - filing them away for next time you present. The ads are great. You shouldn't feel so compelled to defend them.

Anonymous said:

Many people who like these ads defend them on the basis that the jingle sticks in their heads. So did "I feel like a Tooheys" (they're on youtube for the youngsters).
The Carlton Draught Tingle is a lovely ditty, and, true to the classic Mo and Jo principles, it even has the product name in the chorus.

However, the days when a jingle constituted an idea are (thankfully) long gone.
Nowadays, you need something more than a catchy tune and some nice lyrics.
Whether these ads have that something more is, obviously, a matter of opinion.
"I like the jingle" isn't really enough on its own, though.

Just sayin'...

Anonymous said:

Nice one March 19, 7:25am. Bit early for tax return though isn't it? Or else very late.

Anonymous said:

9:21 you don't need more than a catchy tune. You just need repetition.

Remember the Iraq War? WMD WMD WMD. Terrorrist Terrorrist Terrorrist.

After a while everyone went along with it.

Andrew said:

it's too frickin' easy to post creative direct anonymously on a blog.

especially without knowing all the discussions that were had and battles lost and won.

that's why there aren't many good cd's in the world let alone in australia. it's hard.

a lot of people are commenting on how they would have done this or that differently.

here's a thought. pretty much everyone in this business is competitive and wants to work with the best so:

if you think you are a better creative than ant please call james mcgrath at 03 9869 4444.

if you think you are a better cd than james please call rob morgan on 02 9925 5333.

if you think you are a better agency than clemenger melb please call the client on 03 8626 2000.

time to show the world how you'd do it!

time to step up anonymous.

Anonymous said:

is a word I made up.
It just felt right.

GO ANT!! That's gotta be about...THREE FIDDY!! Mmm Hmm.

B said:

Gutless client, gutless beer.

EL G said:

These ads are great. Actually some of the best shit I've seen for years coming out of this advertising waste land of a country. I don't understand why they were pulled.

The client is obviously weak and scared of doing something good.

Anonymous said:

Australia is more conservative than America.

Anonymous said:

australia is more conservative than a lot of countries

Anonymous said:

12.32, you clearly have never left the country.

Ads in EVERY country are conservative.

We see the Cannes reel and think oooh how clever are those Poms/Dutch/Japanese/whoever.

But we just see the creative stuff.

The fact is their TV is generally just like out TV - same kind of conservative ads all the time.

That isn't necessarily bad, by the way. If the ads work, that's fine.

On that subject, have you seen the Foster's share price lately? Seen the decline in their beer sales? So maybe the bloke at the top has other issues with the advertising rather than moral ones.

Anonymous said:

Advertising has changed, man.

Anonymous said:

6.04 is another one of those people who maybe could do with a CD like Old CD Guy.

His point that the “Carlton Draught Tingle” is actually the big idea that could/should have been used for the whole campaign, not just a line for one ad, makes a lot of sense and is an example of what CDs are supposed to do.

And no, it doesn’t mean that each ad would then be the same, with the same song.

Like the Bud “Real American Heroes” Campaign, which has used the same idea and basic music structure for years, the “tingle” could have been the basic idea each time as well, but applied to different parts of the body. So rather than a Carlton Draught Elbow as a separate idea, the “tingle” could be felt in the elbow – and so on. And as the campaign progressed, and as the tingle became part of the language, it could then be applied to almost anything.

That, I think, is something along the lines of what Old CD Guy was suggesting. (Hope I’m not being too presumptive.) My only question would be this. If an ordinary Old CD Guy can see the long term future of the idea, how come an exulted Creative Chairman didn’t?

The bottom line said:

If the punter starts putting "Carlton Draught Tingle" into their conversation, it is a hit.
If not, it is a BOMB!
Good luck all.

Anonymous said:

Hello Mr. and Mrs. Mature Creative, while you're busy talking about branding and what you would've done to make these good, I've been trying to stop "Carlton Draught Tingle, that Carlton Draught Tingle" playing over and over in my head for the last week. Cause I love it.

Anonymous said:

1.57 - and just about every other comment - accidentally reinforces Old CD Guy's point. Everyone refers to the Carlton Draught tingle. Not the elbow or any other bits. Tingle should have been the campaign, not just an execution in the campaign.

Anonymous said:

And now you've done it as well, 2.54.

Funny how everyone keeps making the point while trying to refute it.

Anonymous said:

Simple experiment.

Take just about any song, no matter how good or bad - even something as bad as, say, Rivers of Babylon - and play it four or five times.

Bet it'll be in your head all day. No matter how hard you resist.

That's just the way it is, and it doesn't tell us anything about the quality or otherwise of the song. Or the ad.

EL G said:

"Ads in EVERY country are conservative.

We see the Cannes reel and think oooh how clever are those Poms/Dutch/Japanese/whoever.

But we just see the creative stuff.

The fact is their TV is generally just like out TV - same kind of conservative ads all the time.

-Thats absolute rubbish. Turn on the TV in any country in Europe and their worst ads would be like our best. They do not tolerate bad advertising. Brand power ads and similar would NEVER and could never exist in Europe or even local TV in America simply cause its so cheap and cringe worthy.

Whenever I have visitors from overseas the first thing people comment on is how bad the ads are here.

The Google Translator for the old school said:

"The Carlton Draught Tingle", is a new school way to communicate the creeping lust for a beer rush in the mouth and in the brain.

Old school interpretations of the same brief include, " I feel like a Tooheys ... " and ., "A hard earned thirst needs a big cold beer ..." etc.

Hope this helps.

The Google Team

Oh, great work Clemengers. Put it on air Mr Client. You will be rewarded big time.
Just don't put on the one about the plums. It's great, but it will cause hell with the wowsers!

Anonymous said:

I once had a tingle in my goolies, alas it wasn't from Carlton.

Anonymous said:

When you hit you leg it doesn't feel like a tingle!

TINGLE said:

I like these ads. I just think the order of tingle = beer consumption is wrong. Most blokes I know get the tingles in the goolies after they've had a few, not before.

Thanks a loaf.

Anonymous said:

People keep going on about the success or failure of the jingle as if it's the make or break element of this campaign. But it's just one element.
There is also a comedic story and the ACTUAL idea which is people body parts telling them to drink beer.

So stop singling out one part of the ad and acting like it's the entire idea.
It's like saying Schweppes Burst fails or passes based on that music track. While that's an awesome choice, the song isn't the idea. And other songs would have worked too. It's just a part of the whole.

Anonymous said:

@1.57 -
So a campaign is only successful if the words in the ad get into the vernacular? You're a clown's dick.

Anonymous said:

I like them. I reckon they'll work. I can see a bigger thought here just than the execution. And I'm an old cunt who's made more beer ads than most people on this blog.

Anonymous said:

Yeah, I agree with all of you; the campaign would've been awesome if it was made your way.

Anonymous said:

EL G - you are seriously joking.

90% of ads in every country I've been to - and that was in the vicinity of 25 at last count - can match us for badness any day of the week.

The Brits, like the Kiwis, used to have a higher general standard because they had so few TV channels that showed ads (only one in each of them for the first 30 years of TV) that TV was incredibly expensive and rarely used for cheap retail. Advertising space has always been cheaper here and in the US because of our much more open TV market. Also, we got paid for media, not creative. So we had a history of doing cheaper ads.

That still applies to some extent in a lot of countries, but don't fool yourself that the whole world is wonderful and we're terrible.

But, as retail ads often say, don't just take my word for it. To see the general average standard of ads overseas, just buy yourself a foreign magazine and look at the ads in it.

Anonymous said:

Call me stupid but aren't there only a couple of potentially offensive ads in this campaign? If so, why aren't they just running the spots that don't contain the word "man plums" or "goolies"? Did I miss something?

Anonymous said:

To the few who want the campaign to be all TINGLE...

Your idea has some merit but there a a few serious flaws:

-so you wouldn't run the wart ad or the wennis ad as is? to me they are the best ones. (Or if you did run them the way they are you would have two slightly different campaigns.)

- When you hit your elbow it's not a tingle, it's a PAIN or maybe a numbness. However when drive down a hill at speed it is actually a tingle - maybe that's why they have that word in that ad?

- I think after about 3 or 4 of the long ones it would feel like enough of that song. Obviously clems did to.

Close Call said:

The ads are dead, buried.
Llucky the brand may live.
Clems may not. Stay tuned..

Anonymous said:

I like the song and the idea. Kuntz just kicked Clems & Carlton in the goolies and ran.

Name one good ad made for Australia by an American director. None of their work for us seems to work here.

Kuntz is great in the USA, but both Australian productions he did are very mediocre work. Same with Thanonchai. Same with Hank Pearlman.

We trust in those giants because we think they will make our ideas soar. However, the magic never translates.

What a wasted opportunity, in this case, wasted on American talent.

Anonymous said:

Yeah well, whatever you dickheads think about this idea or that, in the real world, where real things happen, people are making real money - and I'm talking about industries that have raised their salaries since the 80s.

Anonymous said:

Looking at 4.29, I can only say...


MMM Girls said:

If the Triple M music website is anything to go by the ads have done their job with the target audience. The website says 'the best ever beer ads'. That's a pretty good endorsement.

Anonymous said:

10:01 - I checked out the blog you mentioned and all it confirms is that one guy thinks they're 'awesome'. So far, there's not a single comment from the public.

'The best ever beer ads' comment was in relation to other beer campaigns from around the world, not the latest carlton draught campaign.

Hardly the strong endorsement you make out.

Anonymous said:

Wrong 10.50 - it includes the new ads in with big ad, tongue, etc.

Anonymous said:

The big ad was lame compared to full loaded can.

Anonymous said:

The big ad was lame compared to full loaded can.

Anonymous said:

Can someone please post a Hungry Jacks ad so we can start commenting on something else?

Anonymous said:

is it just me, or is there something slightly homoerotic about a man getting a feeling in his 'goolies' and then he instantly thinks about his mates?

I like to catch up with blokes, but it's not normally prompted by feeling a tingle where I make my baby batter.

Angelina Jolie said:

As outlined in my last post on the 15/12/09.

Most blokes, like myself, get the tingles in the old goolies after a few beers. Not before. Silly duffas got it all back to front, didn't they.

Anonymous said:


The point about the goolie tingle is not its timing, but what the tingle is signifing (must see my male friends). Maybe carlton draught are going after the pink dollar?

Fingers said:

For all the shit the Commonwealth bank ads copped, I can't believe these are being lauded as genius. They're crap, basically. They're not funny. They're trying way too hard to be funny and missing the mark by a mile.

Anonymous said:

Hey Fingers. Tell us the best ad you made.

Ramone said:

Yeah, fingers. I want to see it as well.

Fingers said:

Hey Ramone, it was the one with your Mum in it.

Anonymous said:

What is it with you fucktards!

why are you all so literal with the tingle in the goolies idea? Do you not have a creative bone in your bodies? Are you incapable of interpretation or metaphor, even at the most basic level? It's about 'feeling' like a beer! You might get the feeling right up your clacker for all I know, yet the point is; it doesn't matter where, it's just about feeling like a beer. Simple and true and fine by me.

Now let's take this mother to 300!

Anonymous said:

Okay this is what I made you buggers
(He didn't really)

Fel said:

Yeah fingers man, what have you done with your ladyboy hands? You've only touched the little keypad with your fingers. Our fingers have touched the makings of greatness, wow! I am sexy. I am a manfingererisationer. The Advertising industry loves me like the parents of the children Madonna is about to adopt in Third world countires. Yeah. Just line up little people, your time will come. I'm a sensationals ideasman. I love it. Yeah!

Fingers said:

Sorry, just watched them again; they're shite. The Carlton Draught Tingle - it's stupid. It's trying too hard to be zany.....I'm sure some people love them, obviously by the numerous above posts, however they don't do it for me.

Ant has done great work in the past; we know know it. The 'Taste the future in your mouth' Carlton Draught ads were great. These are weaker in my opinion. But you know, I'm sure the next campaign will be good....

Fel.....Umm yeah, that's good man. I can touch you if you'd like with my ladyboy hands.....

Fel said:

Wow, ease up Fingers, I'm on your side mate.

Girl watcher said:

I have nothing to do with the advertising industry, but I do have a fair bit to with the arts. Which goes to show my non-bogan credentials. I've just read through this whole thread with a kind of masochistic fascination (ok, maybe I scrolled through the last 50 or so) and something has struck me - and no one anywhere has discussed (aside from some "they're Gay" homophobia) how they gently take the piss out of masculinity. The lameness is part of the point. That's why people laugh at them - I did - and why they're heaps more fun to watch than most ads on tv (I assume you're comparing them with most of the shite I'm forced to mute? I wouldn't mute these ones) And it's also why they fit with their demographic. I'm assuming here that Carlton Draught wants people drinking their beer who are under 50? Or even under 30? Because those are the people - young urban types with disposable cash who adore anti-comedy, who pack out the Comedy Festival each year, etc - who will respond to these ads. They're young, satirical, smart, and they're pretty sceptical about cliches about macho working men.

Though probably bogans will love them too.

But if you don't want to appeal to people like that, yeah, I guess they're failures.

Anonymous said:

God these are SHIT commericals, what a wast of good beer money.
sack the agency

Boy watcing girl watching boy watching girl watching you watching me, watching him watching you said:

I love you.

Anonymous said:

Girl watcher

Thanks for your artistic contribution to enlighten us naive advertising people.

Just to enlighten you, Carlton Draught’s brand positioning has been based on taking the piss out of things for years (hence made from beer).

Campaign No 2 (Canoe) took the piss out of men’s advertising and masculinity.

But thanks for being 4 campaigns behind the times and stating the bleeding obvious to all us advertising ignoramuses.

Better go back to the arts now where your obvious comments might be more welcome.

Anonymous said:

Couldn't care less about these ads, more concerned about getting 400 comments for them.

Fingers said:

Sorry Fel; you interrupted me mid Carlton Tingle.

Anonymous said:

2 weeks later I still think the ads are great, plus have a look on youtube, the numbers are growing.

Anonymous said:

The problem, 5.50, is that for the last five or so years EVERY beer has decided their positioning is based on taking the piss out of things.

It's easy, requires little work by planners, and lets us all be soooo creative.

Only the public doesn't take that much notice and can't tell one from the other half the time.

Oh, and most of the time we're not that funny. If we were, we'd all be writing fabulously successful sitcoms and getting rich.

Anonymous said:

This is not a criticism of the ads, but you've gotta be joking 9.22.

Hits on YouTube mean fuck all.

Which you would realise pretty quickly if you actually looked at YouTube a little closer.

Most hits go to people making fools of themselves.

(Star Wars Kid with 16 million hits is a pretty good example.)

Anonymous said:

must......reach......400....comments.... must....reach.....400... to...go...must .......... do......... it.........for................... Lynchy

Anonymous said:

400! Hahhaaaa Yes we made it! WE MADE IT!

Wow..first I'd like to thank all the anonymous slaggers, the really really bottom of the barrel guys who just kept going even when there was nothing left to say. You guys. You're committed. And of course the anonymous people who said nice things about the ads and defended them. Great job there. But most of all I'd like to thank the slaggers of the anonymous slaggers. And the slaggers of the slaggers of the anonymous slaggers. I think no one could question that any of this would be possible without you.

Anonymous said:

And I think we'd all like to thank 6.30 for slagging the slagging of the slagging by the slagging of the slagging of the anonymous bloggers.

Personally I think there should be a recount. Any contribution that was just abuse or blank praise with no explanation or attempt at intelligent comment shouldn't be counted.

Likewise any contribution that used words like fuck, fuckwit, arsehole and so forth also shouldn't be counted. (Including this one.)

Oh, and finally, no comment from Clems or Patts should be counted, for obvious reasons.

That would bring the total down to single figures.

Anonymous said:

I think I know where all the bitterness stems from: money.

There's not much money in the Australian industry as far as I can tell. I used to work in advertising and I have lots of friends still in it. None of my friends make a decent, livable wage - they only make enough to survive. They work ten, eleven hour days usually with no review in sight. I worked really hard but could never crack over a certain amount which always really frustrated me.

As I got older, people I knew that were in other industries - some with no university or college at all - were starting to make nearly twice as much as me for doing easier (okay maybe not as creative but far less stressful) jobs.

I left in the end to pursue another career. Advertising was fun, but I saw little hope of achieving a salary that was enough to make me feel like I was getting paid for the amount of work I put in.

Since there never seemed to be much of a budget, it was really difficult to do exciting work.

If you don't have exciting work in your book, it's difficult to get a better job.

It's really sad. There are a lot of bright, fantastic people in advertising and it's a shame they don't get paid decently for it. It really shows on this blog entry how frustrated and unhappy many people in advertising are.

I think if salaries were raised to something acceptable there would be a lot less bitterness and revolving doors.

Maybe the elite of the advertising world in Australia like keeping it this way - playing employees off against each other, hedging their bets, while keeping most of the budget for themselves.

Anonymous said:

Old CD guy said:

Please forgive my absence, I've been lying on a beach far, far away where the water is clear & balmy and the palm-fringed sand is like talcum powder.

!. To 1:49, March 22: Correct. You have displayed a rare intelligence. I never said the Carlton Draught Tingle should be repeated Ad Nauseum. It just needs to be the thing that holds it all together.

2. The trick is to find creative ways to surprise the audience that it's a Tingle ad. That's not something you solve in a morning, or even an afternoon. It might take months or even years as the campaign evolves.

3. On that point - To 6:04PM March 19, who said "the The Heineken ads differ from these ads structurally in that each was in a completely different style, designed to throw you off, in the sense that you didn't know the spot was going to be for Heineken."

Precisely. See Point 2.

To Ant: You know me. We should have lunch.

Anonymous said:

Old CD Guy,

Can I come to lunch as well?

Boffin said:


I agree some of the negativity may stem from that. But I know a heap of seniors on well over 200k who are bitter, divorced, washed up and facing early retirement because they think if they put a 30 second TV script into a banner ad, they can tell recruiters they get digital when some bean counter in the finance department inevitably asks 'why are we paying this jack-ass so much'.

It is sad, but I didn't write the rules. It's a damn good industry when you see others get work like this up. It means you get two steps closer yourself. The amount of times a client has asked for an ad like [insert latest funny, irreverent award winning ad here] is surprising. 3 months ago a client asked me to do something 'like the big ad' for a completely unrelated product.

I'm positive about the state of the industry. Things are a lot better now than they were 20 years ago and we have people like Ant to thank for it.

Best of luck with your future endeavours.

Anonymous said:

Actually 9.51, I suspect that if we saw the best Aussie ads from 1990 and put them up against the best from 2010, the current generation would be rather red faced.

Back then Campaign Palace was still a great agency doing world leading work all the time. There were also lots of other small and mid sized agencies doing good stuff.

And 20 years ago might also be the period where Patts and Clems (when they were both still bloody big) suddenly got very creatively competitive and turned out excellent work for the likes of Yellow Pages, Shell and, yes, CUB.

Mojo was pretty hot back then, so were Saatchis, and people were still capable of writing press ads with actual copy as well.

Oh, and people got paid better too.

Anonymous said:

Thanks Boffin. I do think it's a really fun job (I had some great times and met some amazing people I'm lucky to call friends - plus I made some excellent contacts) and the industry, globally, is strong and necessary. I have a few friends that work overseas (mainly US) and things seem a bit different there. Perhaps it comes down to population affecting budget. Maybe I'm wrong.

But honestly the picture you painted of seniors washed up and divorced and the like does make me glad I left. As I got older my tastes changed and I think I needed something more intellectual. I wasn't in the industry 20 years ago and I do like Ant's work - he's really fantastic and has done very well for himself. Maybe I was just jealous of my friends earning thrice my pay doing a job that required no uni and stuff. Maybe I just worked for the wrong agencies! (though some of them were decent sized guns)

Oh well, I got into the legal profession, and, whilst it is full of snarky creeps (like all industries) and can be stressful, I'm doing better than I thought I could in adland. At least I got to leave CS suit behind (God I hated doing DLs and DM and folding POS).



Boffin said:

Ah, Mr Tonkin!

Wow. I would have expected someone worthy of your talents to gravitate towards music, but you're a man with several talents.

Best of luck, hope it brings you the happiness you unfortunately didn't find in this business. Also hoping you make lots of money.

All the best.

Anonymous said:

Thinking that you are all advertising professionals or think you are, wouldn't you think that the real evaluation of this ad comes down to cost, cut through, target market and whether this actually sells beer? Yes its amusing, catchy and if you are in the game you may have seen it. The real fact is no one who buys Carlton Draught, or might buy CD has actually seen this ad unless you in the game. Isn't it time that the gap between the real world and the creative world gets closer to actually fulfill the reason for making ads in the first place?

Anonymous said:

Great song, great direction, incessant repetition of the brand name. I don't think you can argue about these as ads. But then again, about 400 people just have.

Anonymous said:

......and to summerise....the ads are just plain bad and boring.


still love these said:

pity these never were released. i still find myself singing lines from them.

Guy said:

Your argument makes no sense. The ads were pulled and that's the only reason they didn't reach a large audience. Presumably they would have been played all over TV.

eric said:

would have loved to see these on TV.

Fiona B said:

The 'Beer' segment is sooooo boring and stereo typical, someone needs to come in and really shake things up. 'Reinventing beer', 'made of beer'.....snooze fest

aktiongirl said:

LOL I think they're great ! And I just sent the link to my work mate saying it might have been his "Carlton Draught stomach muscles that made him think about running away from our beach fitness session last night to go drink beer" ... he'd just done 50 sit ups on a time clock when he declared where he would rather be ...

The spots are totally relateable to "those" situation where you'd rather rack off and drink beer. Think it's clever and the executions are funny ... and I'm a chick and not really the target market - but my mates are and I'm going to tease them with this in many a circumstance to come.

What on earth is happening to our industry?? said:

See? Now THIS is a thread!!

Kristian said:

Haha hilarious! Shame they didn't have the balls to present them on TV! I think this could of been huge!

Leave a comment