CUB to air Crown Golden Ale spot via Clemenger BBDO during tonight’s Brownlow Medal on 7
CUB’s newest brew, Crown Golden Ale, will toast footy’s night of nights with a new TVC airing during tonight’s broadcast of the Brownlow Medal on Channel 7.
Crown Golden Ale launched in July, honouring drinkers looking to explore different beer styles that offer premium choices and sophistication. From 1 October the beer will go to national distribution kicking off a new phase of the campaign.
Clemenger BBDO Executive Creative Director Ant Keogh said that Crown Golden Ale is an extremely well-crafted beer and to do it justice, the agency wanted to create an exquisitely well-crafted ad.
“Rather than using CGI to create the ad everything was filmed in camera,” he said.
“A team of model makers worked tirelessly to imagine an abstract world that demonstrates Crown Golden Ale’s process of refinement from core ingredients to bottled beer.”
The new TVC comes as Melbourne Cricket Club recently announced extending its partnership with CUB as official beer and cider supplier at the MCG for a further 10 years.
General Manager Crown Tim Ovadia said the beer has gathered great momentum since launching and the Brownlow was a good opportunity to launch the next phase of the campaign as the Crown Golden Ale becomes available across the trade.
“Crown Golden Ale is hitting the mark with drinkers and, with it being beer of choice at the Brownlow, we thought it was the perfect time to debut our TVC. There will also be strong activation through Spring Racing Carnival as we proudly take up naming rights sponsorship of the Crown Golden Ale Caulfield Cup.”
“CUB has a proud history with sport, footy and the MCG and we’re glad our diverse portfolio of beer and cider brands, that Australians love, can contribute to their enjoyment at Australia’s finest events.”
Carlton & United Breweries
General Manager – Insights & Capability: Tim Ovadia
Brand Manager: Scott Tindall
Assistant Brand Manager: Genna Nibaldi
Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Dave Klein
Group Account Director: Adam Kennedy
Account Manager: Khia Croy & Kate Barnes
Executive Producer: Sonia von Bibra
TV Producer: Tania Jeram
CURIOUS FILM
Director: Ash Bolland
Producer: Tara Riddell
General Manager: Pete Grasse
DOP: Lachlan Milne
Art Director: Tom Churchill Brown
SFX: Dan Oliver
Head Model Maker: Geoff Kemmis
Offline: The Editors
Offline editor: Bernard Garry
Online: Blackbird Studios
VFX Supervisor: Nick Ponzoni
Music composition: Electric Dreams
Composer: Pascal Babare
Music Supervisor: Karl Richter – Level Two Music
Audio: Flagstaff
Audio Engineer: Stevo Williams
19 Comments
When are you marketers going to learn that we don’t give a shit about what goes into the beer, or the process in which it’s made – we drink beer to have a good time, it’s that simple.
Everyone please take a leaf out of the recent Bundy work and stop overthinking your product/brand.
When will you learn those who like a premium beer, aka people who don’t drink vomit, care a shit-load about what goes into their beer?
More importantly, when will the brand learn that those who care about what goes into their beer will never touch a Crownie?
I reckon beer drinkers will like this. its not overly earnest about the craft. Rather, its just a good looking slick fast moving spot with great music. That bundy shipshit is just plain goofy.
Are you kidding? The music is horrendous.
And at least the Bundy ad is fun. This leaves me feeling nothing whatsoever.
Waste of everyone’s time. Could have been done by any agency. It’s a terrible pun thinly disguised by some extremely overindulgent production. Not the usual laundry list of clems creatives either – perhaps a sign.
Whether you like it or not.
Is Good!
Perfect media placement. Nothing made me feel like drinking beer more than the sight of all those footy players drinking beer. Bring on Grand Final Day!
Nice work Clems. Blew me away!
weak, lame music track too.
Brief: we want a rational spot about the liquid
Answer: expensive product porn
When you have an amazing piece of tech like the iPhone, you can do this.
When you have a dated bogan beer, you cannot
Heaps better than the Hahn SuperDry shit that tries to do the same job.
Looks really really naff!
Hard to believe this was all done in camera.
http://www.ratebeer.com/beer/carlton-crown-golden-ale/274024/
If it has to be porn, make it sexy.
This is one very y sexy beer campaign
@at reality
In blind taste tests most people can’t name accurately what beer they are drinking even when their beer of choice is included in the test.
So most beer snobbery is a load of nonsense. Brand perception plays a huge part.