Carlton Draught has unveiled the latest instalment in its Made from Beer ad campaign, with a humorous series of TV spots which examine pub culture in slow motion.

The "Slow Mo" campaign, created by Clemenger BBDO, targets males, prompting them to leave the home and go to the pub. It goes live tomorrow and is supported by outdoor and digital activity.

"Trends in the market suggest that with the poor economic climate, people started to drink at home more frequently rather than going out," Carlton group marketing manager Vincent Ruiu said. "We are trying to coax blokes out of the house and into the pub.

"Blokes love beer, the pub and their mates. We thought we would slow all that down a little to savour the experience."

Clemenger BBDO executive creative director Ant Keogh said: "Since the invention of the Phantom super-slow motion camera we've seen it used to beautiful effect.

"We just thought we'd jump on the bandwagon but subvert the usual beautiful imagery and focus on bloke and the dumb stuff they do; bloke in their wonderful, fallible, glory."

Story by David Blight, AdNews.