Fosters Australia have launched Carlton Natural Blonde as the beer of the future in “Taste The Future”, a tongue in cheek advertising camapign using images from stereotypical futuristic movies of the past. The campaign features two 30 second television commercials and a microsite, carltonnaturalblonde.com.au, aimed at preparing Australian men to go back to the future.
The future is coming. Robots, lycra, teleporters, clones, nanotechnology, aliens and armies of monkey-soldiers. Sometimes it can seem like too much to deal with. But you can be ready for it. Remember, your relatives were once apes. You can adapt. Around the nation people are asking, “What’s that taste in my mouth?”. “What’s that taste in your mouth? The future!” Click on the image below to play the first video in YouTube (HD)
The world is changing. Internet. Email. Bionics… Click on the image below to play the second video in YouTube (HD)
The Future campaign was developed at Clemenger BBDO, Melbourne by executive creative director James McGrath, creative director/copywriter/art director Ant Keogh, agency producer Sevda Cemo.
Ant Keogh, creative director of Clemenger BBDO Melbourne said: “Carlton Natural Blonde needs an introduction, but we didn’t want to hit the audience over the head with the low-carb message, it’s great tasting beer first and foremost”.
“Low-carb beer is where the market is moving, so in other words it’s literally ‘the future of beer’. But a Carlton beer couldn’t really say that with a straight face, so we took a tongue-in-cheek approach,” he said.
Filming was shot by director Christopher Riggert via @radical.media, Sydney, with director of photography Danny Ruhlmann, producer Julianne Shelton.
Editor was Stewart Reeves at Guillotine. Post production was done at Animal Logic by Colin Renshaw. Music was produced by Karl Richter and Cornel Wilzeck at Level2 Music and Electric Dreams. Sound was designed by Paul Le Couteur at Flagstaff Studios.