Nothing sells beer like a really high billboard: Clemenger BBDO, Melbourne launches new outdoor ad campaign for Carlton Draught
February 2 2012, 9:16 am | | 30 Comments
Clemenger BBDO, Melbourne has launched a cheeky billboard campaign for Carlton Draught.
30 Comments
I love these. Just some nice, simple funny brand work for beer. No fucking around with ‘higher order need-states’, ‘liking’ the brand on facetube, creating shitty content or other various forms of idea-substitutes.
I actually choked down a schooner of that rancid piss-water after I saw the billboard on Broadway. There’s $5.20 ROI for ya.
haha. love keoghs post modern, self conscious style of advertising. its his thing. good work.
And nothing makes an otherwise attractive city look worse than a really high, and grotesquely large billboard. Great cities, Paris for example, Venice another, Amsterdam a third have very strict regulations about outdoor advertising, it’s size and location, as they value the quality of their environment for the many, over the commercial profits of a few.
And just a note than doubling down on the crass commercialism of one’s brand, at the expense of the quality of life for every person in your city isn’t “cheeky”, it’s obscene.
The world is your billboard. Hey, how about a billboard on top of the Statehouse? Parliament? Maybe just a trend toward selling space in people’s foreheads?
Feels like they’ve fallen back on the ‘Get a Canoe’ formula that they kicked off with.
Maybe they’ve run out of steam on the account? But I could be wrong…
I also thought about big canoes.
Maybe.
It gives one a gentle, internal chuckle.
Not sure if it’s enough to make me want to buy it.
You get they’re trying to be funny but they’re not funny.
The writing lacks charm and the lines are too long.
Launched?
It’s been up for weeks?
These are great, simple, funny and clever.
It’s a big ad. Very big ad. My God it’s big . . . an high.
Looks like someone is channeling their boss.
Maybe it’s just shit? Pure and plain boring old shit.
@Really.
Come on, give me a break…
Please post your genius outdoor of late.
I like it. But I saw it in Sydney on a not very high billboard. So it should have said, nothing sells beer like a not very high billboard.
Rubbish!
Nothing sells getting really high like a beer billboard.
I like it. It’s quite catchy and i like the Red background with the reversed out headline.
I would have made the logo a bit bigger, I can’t quite make out who it’s for.
Look forward to seeing the rest of the campaign.
Thanks Clems it serves to remind everyone that beer is about having fun.
Nay sayers get fucked!
BEER – IMPRESSIVE. LIKE A REALLY HIGH BILLBOARD.
TASTES BEST STRAIGHT FROM THE TAP. WE RECOMMEND A GLASS HOWEVER.
THE ONE TAP BLOKES NEVER FORGET TO USE.
Insert a Coles logo and this ad could be one of Ted’s.
Get back to selling the best beer on tap and stop doing little ad jokes between yourselves and the industry.Make me feel like a beer for gods sake.
One of these posters has twenty one words on it, including a SIXTEEN word headline.
You must really love to laugh at your own jokes if you can justify that.
Great insight, Doug.
C’mon, this is crap. Can’t believe that anyone would think otherwise.
Ooooh, fun and humour in a beer ad?
Nah, I prefer my beer ads to be all serious. Every self respecting metrotextual chooses their drink by checking the colours on the label match their flannel shirt and thick rimmed fake spectacles.
Good to see writers are still employed in the industry and actually getting their work approved. This is proper advertising, with wit, charm, confidence and chutzpah. That’s what a good brand needs to convey, and these do it with style.
All of you little pansies who criticise this work, especially for containing too many words (‘too many notes, Mr Mozart’, anyone?) should stick to putting together layouts for your writer.
@reminds me of the good old days:
If you are serious about your pseudonym, you would understand the totally valid criticism of verbosity on a poster.
In ‘the good old days’ writers were taught that five to seven words were as much as you could put on your poster before most passersby had, well, passed by. Cars haven’t slowed down that much since those days.
The sixteen word headline may have its place on a urinal poster, or a beer coaster, or somewhere else where there was time to enjoy the majestic wit of the writer, (an advertising blog, perhaps) but as a billboard it fails the most basic of tests.
As for your Mozart comparison… oh dear, i do feel embarrassed for you.
Yet another pack of pump to come out of an Australian agency.
i know you guys are out of the world league, distance, effort and intelligence wise but this is fuckin’ appalling.
Learn your trade, spastics!!!!!!
Indeed, Shorty ( clearly an apt pseudonym, since you are obviously no creative giant), conventional wisdom defines 5 to 7 words as ideal for a poster. Perhaps you, too were in the auditorium at Bob Isherwood’s AWARD School lecture in 1988 and took this guiding principle as gospel.
Certainly, many posters with long headlines and lots to look at could best be described as blown-up magazine ads. But these Carlton Draught posters can break the ‘rule’ because they’re so boldly art-directed, strongly branded and beautifully written. No great effort is required to read the inviting-looking headlines.
Finally, you seem to have completely misunderstood the ‘Mr Mozart’ reference, which is a line from the film ‘Amadeus’ in which the pig-ignorant Emperor criticises the inaugural performance of the great composer’s latest masterpiece – which obviously went way over his head – by offering the critique that it had ‘too many notes.’
It’s often the case that great works placed before the ignorant are pearls before swine. This would seem to be true in your case, too.
I trust these clarifications and expansions will assist in your further development, 10:45, if you have the capacity.
“Certainly, many posters with long headlines and lots to look at could best be described as blown-up magazine ads. But these Carlton Draught posters can break the ‘rule’ because they’re so boldly art-directed, strongly branded and beautifully written. No great effort is required to read the inviting-looking headlines.”
You wanker.
“It’s often the case that great works placed before the ignorant are pearls before swine. This would seem to be true in your case, too.”
Total fucking ad wanker…
“I trust these clarifications and expansions will assist in your further development, 10:45, if you have the capacity.”
Learn to write, retard.
@ Rippy.
Wow Rippy, I’m impressed by your sophisticated grasp of sledging. You’re really clever.