Carlton Mid, the Australian beer brand, has been encouraging Aussie blokes to stay a little longer for more than 15 years. This weekend the brand brings out a new television advertising campaign centred on the ultimate coincidence. A group of blokes collude in their holiday planning, revealing the lengths they’ll go to for a bit more ‘mate time’.
A coincidental holiday on the Whitsundays in Queensland unfolds over a series of ads featuring Mick and his wife Tracey. Every time he turns around there’s another one of his mates. What a coincidence! Tracey isn’t quite as appreciative of the ‘coincidence’ initially but as the campaign evolves, she starts to make the most of the situation while Mick gets to stay a little longer with his mates over a few Carlton Mids.
The Coincidence campaign was developed at Clemenger BBDO, Melbourne, by creative chairman James McGrath, executive creative director Ant Keogh, copywriter Richard Williams, art director Anthony Phillips, senior producer Sevda Cemo, managing partner Paul McMillan, account director Nick Cohen, senior account manager Brendan Taylor, planning director Michael Derepas, planner Matt Pearce, working with Carlton United Breweries chief marketing officer Andy Gibson, general manager of marketing Andrew Meldrum, brand manager Kate McKenzie-McHarg and assistant brand manager Shencina Conway.
Filming was shot by director Brian Aldrich via Furlined and Finch with Furlined president Diane McArter, Finch executive producers Cath Anderson and Karen Bryson, producer Edward Pontifex, director of photography Jeremy Rouse, production designer Enzo Iacono.
Offline editor was Jack Hutchings at The Butchery. Final grade was by Edel Rafferty at Method Studios. Online editor was Jon Holmes at The Refinery.