Carlton Dry Dreams

Have you ever had a dry dream? Fosters Group has launched Dry Dreams, an advertising campaign promoting Carlton Dry beer. Three television commercials feature an attempt to break the land speed record for rubber chicken racing, showjumping on an elephant and skeet shooting with a real tank (complete with live ammunition). Print ads connect the beer with incredible fantasies. The microsite,, calls for the submission of “Dry Dreams”.

Carlton Dry Race

In “Tank Skeet Shooting” clay birds are shot into the air to be obliterated by tank fire. Click on the image below to play the video.

In “Rubber Chicken Rocket Car” a giant rubber chicken attempts a land speed record on a dry lake bed in Argentina. Click on the image below to play the video.

In “Elephant Showjumping” a young man fulfils his dream of showjumping on the back of an elephant. Click on the image below to play the video.

Dry Dreams Online

The Dry Dreams site invites those of legal drinking age to submit their “dry dreams”. If you mate Stupid with Genius their half breed son would be a Dry Dream. The winning Dry Dream will have the right mixture of dumb and awesome. Get it right and Carlton will pay for it to happen for real along with $20,000 cash and $5000 worth of Sony prizes. The site includes the three videos along with behind the scenes revelations for each of the commercials.

Carlton Dry Race

Carlton Dry Race Swan River billboard


The Dry Dreams campaign was developed at Clemenger BBDO Melbourne by executive creative director James McGrath, creative director Ant Keogh, senior art director Cameron Harris, senior copywriter Seymour Pope, graphic designer Musonda Katongo, senior producer Sevda Cemo and account director Michael McKeown.

Ant Keogh, creative director at Clemenger BBDO Melbourne, said, “It’s about those ideas you have with your mates at two o’clock in the morning; dreams that inspire you but rarely ever see the light of day – many times for good reason.”

Carlton Dry Elephant

Filming was shot by director Ben Wheatley via Blink Productions with director of photography Ben Joiner, producer Claire Jones, photographer Christopher Tovo.

Editor was Pete Sciberras at The Butchery. Visual effects were produced at Iloura by Flame artist Chris Betteridge.

Sound was designed at Flagstaff Studios by engineer Paul Le Couteur. Music was composed by Cornel Wilczek at Electric Dreams and licensed at Level Two Music.