Continuing on the ‘Made from beer’ campaign, Clemenger BBDO Melbourne has released the next instalment in the Carlton Draught series.

Different to the previous campaigns (which included the ‘Big Ad’ as well as ‘Skytroop’ and ‘Drop the Bomb’), the ‘Carlton Draught Trio’ campaign maintains the traditional humorous nature of the series but moves it in a new direction.

Ant Keogh, recently promoted to executive creative director of Clemenger BBDO Melbourne, created the campaign and explains that both the agency and the client, CUB, wanted to avoid another 'big' ad.

“A lot of brands have been doing big ads for the last few years so to be fresh we needed to go somewhere else," Keogh says.

"The odd thing is 'big' usually gets in the way of funny. When you think about it, most comedy on TV is small and intimate. That’s because true humour usually comes down to people and their foibles. It’s a very personal human thing.”

Keogh selected Tom Kuntz (recently named ‘Director of the Year’ by the American Director Guild) to direct the spot.
“Tom offered us the full package: music video director, a performance director and a physical comedy guy. He was the standout obvious choice,” explains Keogh.

The new series of seven spots feature a musical trio that 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, be it a leg, an elbow or a wart, that they should go and meet their friends and have fun.

Keogh wrote and composed the songs used throughout and ended up performing some of the guitar parts on the finished ads.

View the ad: http://anyexcuse.com.au

Credits:
Creative Credits:
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: Sam Mackisack
Planning Director; Paul Rees Jones
Senior Planner: Michael Derapas
Music: Ant Keogh
Performed by Matt Gourley, Brandon Moynihan, Jack Harding
Production:
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
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 LeCouteur (Flagstaff)
CUB
Marketing Director: Peter Sinclair
Group Marketing Manager: Vincent Ruiu
Senior Brand Manager: Richard Oppy