Carlton Draught Any Excuse
Fosters, the Australian beer conglomerate, has released the latest advertising campaign for Carlton Draught, the beer celebrated in the Big Ad campaign of 2005. “Any Excuse”, a set of seven videos, was put on ice for some time by Fosters because of concern that the campaign was likely to have a mixed reception in Australia. But the campaign is out now online, with view counters in place at www.anyexcuse.com.au, (for a limited time as it turned out) in the same way that the Big Ad was seeded online before being released in cinemas and on television. The seven ads feature a quirky trio (think Flight of the Conchords, Tripod and Jonathan Richman and Tommy Larkins in Something About Mary) singing about the way mens body parts tell them to get hold of a Carlton Draught: Tingle, Elbow, Leg, Weenis, Wart, Nose, Bump. (Update – the ads were launched 12 midday on Wednesday the 17th, and taken offline 9.40 pm Friday the 19th)
Click on the image below to play the Tingle video in YouTube
Click on the image below to play the Wart video in YouTube
Click on the image below to play the Weenis video in YouTube
Click on the image below to play the Leg video in YouTube
Click on the image below to play the Elbow video in YouTube
Click on the image below to play the Nose video in YouTube
Click on the image below to play the Bump video in YouTube
The Any Excuse campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, executive creative director/copywriter/art director/composer Ant Keogh, agency executive producer Sonia von Bibra, director of client service Paul McMillan, account director Michael McKeown, account manager Samuel Mackisack, strategy planner Michael Derapas.
Ant Keogh, who co-created (with Grant Rutherford, now ECD of DDB Melbourne) the Made From Beer campaign in 2003, provides his perspective on the campaign…
“A lot of brands have been doing big ads for the last few years. To be fresh we needed to go somewhere else. 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.”
Filming was shot in Melbourne by director Tom Kuntz via MJZ with executive producer Jeff Scruton, line producer Wilf Sweetland (Exit Films), director of photography Jac Fitzgerald, production designer Elizabeth Mary Moore.
Music by Ant Keogh is performed by Matt Gourley, Brandon Moynihan, Jack Harding, a musical trio cast from Los Angeles.
The Fosters Group team included marketing director Peter Sinclair, group marketing manager Vincent Ruiu and senior brand manager Richard Oppy.
Check out the Australian advertising industry response at Campaign Brief. There are a few discerning and intelligent remarks in the mix.