CARLTON DRAUGHT'S FLASHBEER - WHAT A FEELING
Today, Carlton Draught, via agency George Patterson Y&R Melbourne, released
'Flashbeer' is a departure from the epic, special-effects laden style of “Big Ad”. It is the fourth instalment in the brand’s Made from Beer campaign, which began with the 'No Explanation' TVC in 2003 and was followed by 'Canoe' in 2004. Made from Beer scaled new heights of public and critical attention following the success of the 'Big Ad' which had a phenomenal 12-month run, topping 3.5 million online viewings across 132 countries and scooping over 30 national and international advertising awards.
After parodying advertising stereotypes in previous ads, Made from Beer has taken on new creative territory with 'Flashbeer' by sending up one of the most ubiquitous film clichés of the 1980s – the audition scene from the closing minutes of the 1983 movie, Flashdance.
With all eyes on its passionate leotard-clad hero, 'Flashbeer' has fun with the notion prevalent in many 80’s films (hit films like Flashdance, Fame, Footloose and Dirty Dancing) where the ‘power of dance’ can make any dream come true.
'Flashbeer' is the journey of ‘Kevin Kavendish’, a peanut inspector by day, who harbours a secret dream to work at Carlton Draught Brewery. The odds seem stacked against Kevin when he goes to a job interview at the brewery given his distinct lack of experience, but then through the ‘power of dance’ we see our hero realise his dream of brewing his favourite beer.
The famous audition scene was (somewhat) faithfully re-created – about as faithful to the original as you would expect from Carlton Draught anyway. Considerable attention was given to emulating the film’s choreography, cinematography and lighting. Director Paul Middleditch and Dop Andrew Lesnie even consulted cinematography magazines from the mid-eighties, uncovering interviews with the creators of Flashdance to see how they designed the lighting for the film.
The ‘re-creation’ just got a bit twisted when Jennifer Beales (the star of Flashdance) was replaced by an average Aussie bloke in a leotard trying to dance with equal conviction.
But you couldn’t successfully parody the scene without the soundtrack. So the creative team set about securing rights to the classic 80s hit “What a Feeling” from the original performer and co-writer, Irene Cara. Happily for the ad, she agreed.
"Carlton Draught makes a genuine connection with its consumer. It's a brand to believe in and delivers a real sense of effortless and unexpected joy. A product that Kevin (and a whole lot of loyal drinkers) will do anything for in return,” said James McGrath, Creative Director of George Patterson Y&R Melbourne.
The new ad is part of a fully integrated, through-the-line campaign which will create more consumer touch points for Carlton Draught than ever before. It has been launched virally before going on air as was the case with “Big Ad”. What is more, 'Flashbeer' runs for 94 seconds which is about three times the length of most ads. As a result, it will be aired less often, but in high impact time slots. Because the campaign
is fully integrated, Kevin’s sensational performance will take on a life of its own across a variety of mediums and at a number of high profile events.
'Flashbeer' was launched online using Vividas full screen streaming technology, which
allows people to view the ad in all its cinematic glory without special software. 'Big Ad' was the first beer ad to be launched in Australia using this technology.
To view the ad, please go to: www.flashbeer.com.au. It will go on air across the country from Friday 22 September. The initial online and television launch will be supported by 'Flashbeer' cinema, outdoor, radio and online advertising; sponsorship leveraging across the AFL and NRL finals season; and a national publicity and point-of-sale program.
'FLASHBEER' CREATIVE CREDITS
Agency: George Patterson Y&R, Melbourne
Creative Director: James McGrath
Writer: Ant Keogh
Art Director: Grant Rutherford
Agency Producer: Romanca Jasinski
Director: Paul Middleditch
Producer: Peter Masterson
Director of Photography: Andrew Lesnie
Art Director: Rebecca Cohen
Casting: Kirsty McGregor (McGregor Casting)
Editor: Peter Whitmore (Winning Post)
Sound: Barry Stewart (Sound Reservoir)
Choreographer: Lisa Ffrench
Music: “What a Feeling” Written and performed by Irene Cara
posted by CB @ 1:12 PM
79 Comments:
shitloads better than most stuff out there, but sadly not quite the canoe or big ad.
still, better than anything i'm likely to do
cheers
I really, really like it.
Can I just add that to understand the ad fully, you really have to have seen Flashdance.
- Which came out in 1983, twenty-three years ago.
Doesn't that make it rather baffling for all those in their mid twenties now?
done before.
Has some strinking similarties to The Avalanches music video -
See here
http://www.youtube.com/watch?v=NQ2cjdECcF4
Underwhelming.
I think you're right, 5:09PM. The looks of the female judges in particular bear more than a passing resemblance.
shite
It has a striking simularity to Flashdance. A film.
lol.
I think it would be better if it were shorter.
And I think I could live without the end shot which seems really stuck on.
Flash. But does it need such a fucking long explanation? Surely we can all just watch the ad.
No, the end shot is essential, you idiot. It makes sense of the whole send-up.
At least they didn't do a Tooheys and try to 'out-Big Ad the Big Ad'.
Was always going to be tough to follow up the last effort, but seen in the context of the entire 'Made from Beer' campaign - it's not too bad.
Awesome ad. Anyone who says otherwise is just bitter they didn't do it.
www.beerjudges.com
I can't believe there are so many lukewarm responses. This is a cracker. Bravo boys, a fine follow up to big ad.
Please!!
No dissing Middle-bitch (only saying that cause he is the man) but can someone PLEASE consider another director - even 4 just a treatment at least.
There is a lot of talent waiting to happen and Middle can retire already 5 times over.
I know 'he's so hot right now' but fuck me - it's monopoly and he's bankrupting everyone in the game and that's no fun for other players.
take a CHANCE and advance to the nearest production company and collect awards.
AWSOME AD MIDDLE BITCH AND ALL INCLUDED.
Look forward to working with someone else when my script passes GO.
Consider another director??? Name one in his league?
6.01 Learn Economy you idiot. If you haven't got it's a send up by then it hasn't fucking worked. It's too long.
Press release writer... it's pastiche not parody.
The pathetic coupon ad/retail catalogue, naysayers attack again. Get a life losers. This ad rocks. Bravisimo guys. You've done it again. Keep the freaky flag flying.
Pure groan-out-loud cheesoid, however I'm sure the target market will find this piss funny.
Much respect to Ant and Grant - this'll get the job done but what a shame..
Still love the Big Ad, look forward to seeing you top it.
Let's see if Paramount or Maureen Marder try to sue Carlton like they did J-Lo. That would be interesting
Fantastic
This is fucking awesome.
What makes it so awesome for me is that those two funny bastards cracked the big idea three ads ago.
'The Made From Beer' camapign has been so good it has literally redefined beer advertising in Australia.
I remember groaning everytime a beer ad used to come onto telly. Those fucking Toohey's new "get that man a new" ads actually caused me to throw my shoe and smash my telly once. It was that stupid ad with the guy pretending to be blind so he could get his dog into the pub.
This was the state of beer advertising.
Anyway, it's moved on. A long way, thanks to these guys.
And this ad in particular is the best so far for me.
I can hear you guys going 'what about our big ad, it got gold at Cannes'.
For me this ad is starting to have fun. It's a dumb pastiche that's enjoyable to watch. It makes me laugh. And it has a ginger in it.
And it's brought the production down a bit - which means they can pump random funny shit out all over the place.
Name me another beer cmapaign from Australia as good as this.
It is genius. It has legs. And weather you like this spot as your favourite (like I do) or not it doesn't matter because they are all good.
I can't wait to be back in Australia so I can see it come on the telly when I'm getting pissed with some old friends.
I showed a non-advertising punter the ad last night. 25 yo male, sinks plenty of beers when he gets the chance. I also showed him big ad straight after as a refresher..
Response to Flash Beer: That's awesome. It's sure to be a classic, effing love it.
Response to Big ad: Yeah, I like that one too, but the fat guy in leotard is funnier...
The randoms at the pub don't know Big Ad is the most heralded oz commercial in the history of the universe, they just want a drink and a laugh.
Personally I still love Canoe, but let's be honest, they're all great. Bastards.
Thanks.
what a bunch of crap!
Geri Haliwell did it a year ago..and better
BORING
Well done guys.
A perfect follow up
Congratulations!
This is expensive shyte. "We sent up another ad and it worked. What can we send up now? I know Flashdance". It's lazy thinking. It's just not relevant. I don't care if some snotty teenager liked it, it's not clever. Makes the big ad feel like a fluke.
It's awesome and funny but is it saying Carlton Draught hire random fat guys that can't make beer and have really bad taste?
Or am I just being an ad-wanker and forgetting people don't take the time to work out all the deep shit in the massive range of beautiful ads on tele today.
Well done dudes everyone pissed themselves in the office when they saw it.
Ahh, the old fat man dancing joke.
Best recent example, Ricky Gervais in the Office. Funnier by far.
For a second I was really intrigued. I really didn't know where this ad was going to go, especially considering the imaginations of the two creatives behind it. But as soon as the fat guy donned leotards and starting dancing, I was bitterly disappointed. It feels like this visual gag is just so obvious. Haven't we seen enough bad dancers on music videos, ads, films, etc for it not to be funny any more?
Sure it's a parody (or 'pastiche', fucking whatever 9:49), but for me it's still a letdown. But I'm sure much of the public will love it. Probably the same portion that find 'The Wedge' funny. Benny Hill, eat your heart out.
It's an ad that's preferred by women. Maybe the subject matter/ film ref.
Anyone else noticed that the ladies love it (the ad) ?
I've noticed the ladies really love it.
They all bloody love it, don't they.
'Made from Beer' Campaign? It's another one off.
But I get the relevance to beer - it's a piss take!!!***!!!
So just keep pisstaking til everyone gets bored!!!
BUT why not build on the BIG BEER positioning from the last ad instead of doing one offs that rely solely on upping the ante from last time.
Get the feeling a lot of this stuff now is done for adland and careers more than the punters in the front bar.
I agree with the poster above. Made From Beer is a great line and was integral to the Canoe and Big Ad executions, but it is wasted here.
I totally disagree. It's only the ad wankers such as yourselves that sit down in front of a new commercial and dissect it to pieces, over-analyze it, criticize it, compare it to the one before and then finally rip it apart on the purely personal angle of 'i could have done it much better'. Really. So why don't you do it much better? Come on, i dare you. Punters will love this, because is fucking hilarious and doesn't take it self too seriously which is at the core of the campaign. It's a great effort and i guarantee you it's going to win metal too.
EAT YOUR HEART OUT, LOSERS.
Not bad lads. It was entertaining so thats a big tick off the bat from me. Original, maybe its not, but hey not much is these days.
It does however leave the door open for the next big thing to come out of Oz, so lets all pull our fingers out and fucking rip & tear. Its go time.
So stop whining about other peoples work and really push the shit out of your work. Its time for Australia to step up I say.
We need something here...
Whilst I will admit to committing the sin of Onan on occasion, don't you think 'ad wanker' is a bit trite? Please be a little more creative in your anonymous insults. 'Ad felcher' would be a step in the right direction, and 'ad rimmer' also has a nice ring to it.
I love it, but the cougar stuff they've just done is better. nobody in this country touches them (ant and grant that is). So, so jealous.
Nice pun Steve. I don't care what they say. I say you've still got it.
It is light, funny, entertaining, well-produced and is directed straight at the funny bone. I fucking love it. It's not self-conscious like so much stuff in Australia and I agree with 6.32am that this Carlton Draught campaign has re-defined beer advertising in Australia. While Tooheys News flails around looking for what it stands for, Carlton Draught has simply built upon its campaign in ad after ad. Is it a campaign? Absolutely. That tone of voice defines it, and makes me want to sink a cold one right now. Congrats boys. You took the hardest 'follow-up' brief in recent history and did good.
Only a wanker would make comments like that without the veil of anonymity. You sir are an ad splitter and an ad coprophiliac.
11.13am. You need to understand the difference between parody and pastiche to understand why Big Ad works better - and will win more - than Flashbeer. Parody is the imitation of a generic style whereas pastiche is an imitation of a particular subject. The humour lies in the degree of irony consumers detect in execution. Big Ad is a parody of the epic ad genre, which is itself a self-consciously big ad. The humour works on multiple levels and is therefore more rewarding. Flashbeer is simply a very-well executed pastiche of Flashdance and once the initial belly laugh passes there's no more levels to laugh at.. Now, back to that brochure copy...
Every beer that is thrown back across Australia is accompanied by someone, not too far away from that beer, taking the piss.
Carlton own it now and not only that, they own it by taking the piss out of themselves first.
Truth in advertising - love it.....cracker lads...and I'm not taking the piss...
I can't believe peopel are drooling over this ad. If it was for anything else or done by anyone else, you'll all be slagging it, saying it looks like a sketch on 'The Wedge'. Stop bowing to Patts everyone.
I'd take your comment rather more seriously if you knew how to spell the word 'people.'
At the end of the day it made people laugh. Which shows these guys have personality and can put it across in their work.
No amount of little pencils can make some of the 'personalities' on this blog 'personable'.
And for the record, isn't it really funny that the same guys that slagged off the big ad last year are now comparing the new ad to it like it's the golden standard of beer advertising.
Grow a fucking opinion other than 'everything is crap but my work'.
chill out would ya 3.14, it's funny and beer drinkers will love it. Done by patts or not, the whole premise is clever...You could do with a short piss-take session on yourself in between pack shots, disclaimers and benefit statements...
It's good. Not a patch on Big Ad, but a fuck load better than For the Love of Beer.
2:44pm, thanks for enlightening us, O Learned One. If only we all possessed your deep understanding of the intricacies of comedy. Maybe then we’d be able to come up with such gems as "Now, back to that brochure copy..." Is that an original? Genius! I especially like the ellipsis...
I've just realised why I don't like it very much. I haven't seen the film.
Parody (pastiche?)is a pretty weak form of humour at the best of times (Scary Movie etc). Big Ad pulled it off because it took the piss out of something that had never been taken the piss out of before. This one has taken a scene from a movie that has been parodied to death and just had one more go.
I agree it's mildly amusing the first time. But when I showed it to my art director a smile was conspicuously absent from my face. Not too bad, but I would be surprised if Ant and Grant add any further metal to their groaning shelf with this one.
Can't believe people are defending this tripe.
Without needing to 'over analyse' and pick this to pieces, a plain gut reaction is that this ad is a no brainer - obvious, irrelevant and lacking.
I'd defend Aussie Bodies crap viral over this shite.
4.03pm. It's called bathos. That's two things you've learned today 2.44pm
Awesome.
Man, there are a lot of blokes having issues with their sexuality here. It's really testing the Aussie macho male thingy.
Does it make you feel angry because it reminds you of the time you got caught wearing your mothers dress?
It's a fun ad. It's a simple idea. It has a ginger. what more do you need? I know Ant & Grant have got a lot to live up to now, but I think they did a great job
Plus I think that midget Middleditch did an excellent job too.
Peace, and keep it gangsta.
"I don't care if some snotty teenager liked it, it's not clever."
Good chance some snotty teenager doesn't actually care what you think.
Though of course, 8:04PM, this ad is pitched at drinkers aged 25 and over, as per alcohol advertising guidelines.
Nice ad. But internationally it will be up against stuff like 118 118 Honda Choir spoof in best ad categories and Tango's Sony Balls spoof in drinks.
The only thing that doesn't sit well with me is, how did he get changed so quickly?
LOVE IT
Shocking choice of music track, doesn't sit with the footage at all.
Best beer ad since 'evil beaver'
I rushed straight out with this undeniable urge to drink beer. Tooheys that is.
Try to imagine that it was done by say Singos and Big Ad hadn't been done. Would you still love it?
"What a Feeling" is already owned by Toyota. Should have used a different song.
didn't john safran do a pastiche of Flashdance for his tv show?
On Music Jamboree, Safran did Footloose at his old high school, Yeshivah College.
boring. perhaps a time to leave middleditch, and move onto someone else?
To all you whingers about Flash Beer: So what have YOU ever done, you bunch of losers?
Whinge. Whine. Moan.
"Shite".
"Done before".
"What a bunch of crap".
Are the ads you people do as uninspired as your snipey comments?
'Big Ad' 9/10 vs. 'The Love of Beer' 6/10
'The Love of Beer' 6/10 vs. 'Flash dance' 5/10.
Your turn Nobby.....
Researcher:
"Well Mr Carlton, after 467 groups, we've distilled the popularity of the Big Ad down to one simple thing – a fat man dancing"
Surprising as it may seem, sometimes it is that simple brains. I wish just one researcher or client would ever dare tell us that. Not to mention our own self inflated sense of intelligence and importance that usually makes out our ideas are far cleverer than they really are...it rocks because it's stupid, he is fat and he dances...cheers
Unfortunately 3:48 I think you hit the bullseye.
This industry is obsessed by its own cleverness. The punters don't understand subtlety and usually can't even tell you what brand was being advertised. It's truly depressing.
Unfortunately Flashbeer is just another ad, and could be for any beer.
What 'Big Ad' had was the ability to rise above it all and mock the pomposity of 99.9% of advertising. And the branding was integral to the idea.
Simple.
i think it's funny and better than 99.9 per cent of ads you really see on telly.
well done.
gosh everyone takes it a little seriously.i'd forgotten.
let the bitching and slagging take a tangent.
luv ya work lads .
fingers crossed for the future.
call me .
jay.
ABSOLUTELY priceless! I have recorded it so I don't have to wait for it to come around again. A stroke of pure genius, guys...well done!
Morgan Davies, Kewarra Beach 4879
Fat guy dances. Never seen that before. Now if only they could've squeezed in a nun and a clever dog, and maybe a wife who outsmarts her dumb husband.
By the way, I'm not drinking any beer brewed by that bloke.
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