Second Steven Seagal spot ‘Snake’ released in the ‘Legends of the Dry’ 3 min movie competition

UPDATED: The second of the Steven Seagal spots for Carlton Dry was launched over the weekend. Like the sausage spot, ‘Snake’ can be viewed on the Legends of the Dry website:

VIEW THE SNAKE SPOT

On Sunday night, Carlton Dry aired the first TVC from the ‘Legends of the Dry’ campaign starring action-hero Steven Seagal. The new campaign, via Clemenger BBDO Melbourne, is all about those stories that you tell your mates over a beer, the funny, exciting stuff that gets better the more times you tell it.

The interactive campaign sees Seagal challenge Aussies to enter the ‘Legends of the Dry’ promotion, promising the chance for one winner to have the Hollywood star play them and tell their story in the next Carlton Dry TVC. Carlton Dry will re-create the winner’s story as a three minute online film with Steven Seagal playing the part of the winner. The film will also be cut into a 30 second TVC ‘movie trailer’ and aired on Australian TV.

VIEW THE SAUSAGE SPOT

Carlton Dry will fly the winner and three mates to LA and have it made into a 3 minute movie, with the winner’s role played by Steven Seagal. That movie will then be released online and previewed on national TV.

“‘Legends of the Dry’ has big shoes to fill, following on from the award-winning ‘Dry Dreams’ campaign which featured across Australia last year,” said Vincent Ruiu, Carlton group marketing manager. “Many of us grew up watching action films, imagining ourselves in the lead role. Carlton Dry has turned the tables by giving people the chance to have a genuine action hero play them in a movie about their own lives.”

“The campaign draws inspiration from the fact that we all have one brilliant story we like to share with our mates over a beer. The kind of story that gets better the more you tell it. This year we’re breaking new ground by giving Aussies the chance to have action-movie legend Steven Seagal play them in a short film depicting that great story.”

The first TVC, which aired Sunday, features Seagal at home tending to his barbeque, introducing the ‘Legends of the Dry’ campaign. His humble surrounds disguise his action- man status, which bursts onto the screen as he takes a bite out of a sausage before it’s launched over his shoulder and explodes in the garden behind him.

The second TVC, set to air during the first day of The Ashes this Thursday 25th November, features Seagal buried up to his neck in sand, at the mercy of a snake slithering slowly towards him. Seagal uses his trademark ‘action stare’ to warn the snake off, whilst discussing the details of the ‘Legends of the Dry’ promotion.

The TVCs, directed by Brendan Gibbons via Curious Film, were both shot on location in Vancouver, Canada where Seagal is currently filming a movie. The campaign will also include two 30 second radio spots as well as a presence online and through social media.

To enter the ‘Legends of the Dry’ promotion, Australians need to submit their best story to: www.carltondry.com.au The competition runs from 21st November 2010 through to 28th February 2011.

One story will be chosen and the winner flown to North America with three mates and $4,000 spending money for the filming of the short film.

“All guys have their stories,” said Ant Keogh, Executive Creative Director, Clemenger BBDO Melbourne. “Those stories can only get better with the Steven Segal treatment.”

Agency: Clemenger BBDO, Melbourne

Post Production: Digital Pictures

Interactive Director: Tommy McCubbin

Digital Development: Monkii

Client:

Carlton & United Breweries

Assistant Brand Manager: Kellie McCallum