CUB’s Crown Lager heroes growers in a new campaign via Clemenger BBDO, Melbourne
CB Exclusive – Carlton and United Breweries (CUB) is highlighting its partnership with Australian hop and barley growers in a series of TV commercials to air tonight for its iconic premium beer, Crown Lager via Clemenger BBDO, Melbourne.
As part of Crown Lager’s reinvigoration, which was launched in July, CUB has undertaken a commitment to sourcing the finest ingredients available for the brew each year.
Four farmers were chosen from across the country as producing the best hops and barley from the 2013 Harvest.
Two of the farmers whose hops and barely were hand selected feature in the advertisements, Andrew Weidemann from Rupanyup, Vicand Allan Monshing of Myrtleford, Vic. Both were filmed on location at their properties in an artistic, monochrome style with splashes of ‘spot colour’.
Crown Lager’s general manager Richard Oppy said the advertisements hero the dedication, knowledge and passion each farmer has for growing the ‘finest’ ingredients.
Says Oppy: “This also highlights the commitment Crown Lager has to identifying these growers in our pursuit of creating Australia’s finest beer.”
There are four commercials in the series, two of which feature the iconic Australian track, “Don’t Change” which was first recorded by INXS in 1982. The advertisements feature a modern interpretation of the song recorded by Australian singer/songwriter Pete Murray. There are four 30 second and two 60 second versions of the commercial.
Clemenger creative director Jim Ingram, who conceived the CUB campaign with Ben Couzens, said Crown had always been associated with celebrating success.
Says Ingram: “That’s been redefined today – we’re now more interested in the journey to success, rather than just the end result.”
The commercials follow the launch of a series of billboards and press ads across the country.
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Art Director: Ben Couzens
Copywriter: Jim Ingram
Creative Directors: Jim Ingram & Ben Couzens
Agency Producer (TV): Sevda Cemo/Lisa Moro
Director: Keith Ehrlich
DOP/Cinematographer: Geoffrey Simpson
Editor: Michael J. Lutman
Account Management Team: Paul McMillan – Managing Partner
John Meagher: Senior Account Director
Brendan Taylor: Senior Account Manager
Flame Artist: Eugene Richards
Music Track & Artist ‘Don’t Change’ – Pete Murray
Music Supervisor: Karl Richter
Photographer: Chris Tovo
Executive Producer: Michael Ritchie
Producer: Ian Iveson
Strategic Planner: Mike Derepas & Matt Kingston
Sound Designer/Engineer: Paul Le Couteur
Special/Visual Effects: Eugene Richards
Grade Artist: Edel Rafferty
Clients: CUB
Peter McLoughlin: Marketing Director, CUB
Richard Oppy: General Manager, Crown Lager
Scott Tindall: Brand Manager, Crown Lager
Rachel Veltman: Assistant Brand Manager, Crown Lager
24 Comments
Gee. It’s like the original Carlton Draught ‘Made From Beer’ Campaign, but taking itself seriously.
riveting
I like these.
Nicely crafted like the beer (is meant to be).
wow..this is bad, really bad
Gotta be officially game over now on Fosters.
Nothing but dull since beer chase 18 months ago.
God that is dull.
They changed the beer with the relaunch – then put a track to it saying “don’t change a thing”??????
Who sings the song?
But think the guys would agree that they’ve missed an opportunity here… Not really at the standard expected / required for this agency and the beer category.
I wonder what the brief was in this one.
I never thought I’d say this, the Badjar ad work was better.
The ingredient story seems to make sense, unless you know about beer.
Weidemann malt and Rostrevor hops means standard malt and pride of ringwood crapola. With the market becoming more educated than ever before, it will only fool the dummies.
Didn’t the same agency team create the NAB ad with the grass farmer, only a couple of months ago? Any chance they managed to shoot it all in one go and just applied different post-production filters for different clients?!
It was someone else I think
Can we have our cover version back?
http://www.youtube.com/watch?v=lSOoJp1Pk3I
Again, so close but yet so far. Like Crown Lager of old….. all the ingredients are there yet it leaves you with an emptyness …. false promises. The brief is clear, the elements are correct…. execution?????
made from wine
Dull and takes itself far too seriously. It’s only beer for goodness sake.
Just for the record; The Bridge created the NAB Business ads not Clems.
The Bridge did the NAB grass ad Andrew – insight led creative makes all the difference!
I think credit to The Audreys is due, given that Pete Murray obviously stole their version of Don’t Change. How about it, Pete?
Nice ad well done
How could Richard Oppy preside over a diccission to change Crown lager recipe.
I have been drinking Crownies for the past 30 years and love the pure crisp taste you now have changed that taste to a hoppy taste.
With all you uni graduates that are employed at CUB one would wonder if any of you have hear the saying,’If its not broke then do not fix it” You have destroyed a great beer and lost a regular drinker.
Remember what you did with VB, so when you are gone maybe someone will have the intellegence to change back to the original recipe
Brian Powell
Purchased 2cartons of CL. Tasted off. My father agreed that they tasted off,
Went on the internet and found there had been a change of recipe recently.
Problem is I still have 11/2cartons left. Have been a CL drinker for over 30 years