Two choirs, one clad in maroon choir uniforms and the other in yellow choir uniforms (with some others wearing black, blue and white), charge each other while singing new lyrics to the classic melody tune of "O Fortuna" from Carl Orff's Carmina Burana. Viewed from the air, one choir forms the shape of Carlton Draught beer glass and the other forms the shape of a human body with choir singers in white, blue & black to form the figure's eyes & teeth with additional choir singers in white to form the beer's head. The figure of the glass is then lifted to the mouth of the human figure and the audience sees the "beer"—rushing, ecstatically leaping, yellow-clad choir singers—flowing into the stomach of the large body. The view then zooms into the crowd of choir singers (now all raising their Carlton Draught beer) to focus on one man's glass. A caption then appears below it saying, "Made from Beer", and the commercial fades out.
The lyrics to the ad are as follows:
It's a big ad. Very big ad. It's a big ad we're in. It's a big ad. My God it's big! Can't believe how big it is! It's a big ad! For Carlton Draught! It's just so freaking HUGE! It's a big ad! Expensive ad! This ad better sell some bloo-oo-oo-oody beer![1]
Big Ad parodies the visual style of battle sequences in such films as Peter Jackson's Lord of the Rings trilogy with sweeping, larger-than-life panoramas of rugged mountain terrain. It is also reminiscent of the grandiose commercials pioneered by the likes of Qantas and British Airways.
Viral marketingedit
The company decided to use a viral campaign because of the distracting environment in which television is viewed and the fragmented audiences of traditional media. (Lee, 2005, p. 29) Two weeks prior to being broadcast on television, the advertisement was streamed on the Internet. Within 24 hours after release, the "Big Ad" had been downloaded 162,000 times (Frilingos, 2005, p. 8). Within two weeks, it had been seen by over one million viewers in 132 countries (Lees, 2005). This campaign was widely covered in the press. The viral release of the "Big Ad" was so successful that the company reduced its television media budget so as not to overexpose the advertisement. (Lee, 2005, p. 29)
^Carlton Draught October 13, 2009, at the Wayback Machine - Superbrands Australia
^Big Ad picks up Gold Lion at the 2006 Cannes Advertising Awards 2013-05-15 at the Wayback Machine - Australian Screen Editors Guild - News, 28 June 2006
Other referencesedit
Canning, S. (2005) "Business Big Shot", The Australian: Finance, 23 Jul., p. 34.
Frilingos, M. (2005) "As big as … a Carlton beer ad", The Daily Telegraph: Local, Jul. 23, pg.8.
Lee, J. (2005) "Very big ad shows why we still call Carlton a beer", The Sydney Morning Herald: Business, 28 Jul., pg.29.
Lees, N. (2005) "Big ad hits one millionth viewer", Adnews, 29 Jul.
Sophocleous, A., and Cubito, A. (2005) "Clients catch the viral bug", Adnews, August 12, 2005, p. 6.
External linksedit
Carlton Draught
Background at The Inspiration Room Daily
March 16, 2024
carlton, draught, australian, television, advertisement, carlton, draught, pale, lager, created, george, patterson, partners, young, rubicam, melbourne, australia, agency, used, viral, marketing, techniques, promote, advertisement, before, broadcast, televisio. Carlton Draught Big Ad is an Australian television advertisement for Carlton Draught pale lager It was created by George Patterson and Partners Young amp Rubicam of Melbourne Australia The agency used viral marketing techniques to promote the advertisement before it was broadcast on television The ad premiered on Australian television on August 7 2005 Contents 1 Content 2 Viral marketing 3 Awards 4 Technical acknowledgements 5 References 5 1 Other references 6 External linksContent editTwo choirs one clad in maroon choir uniforms and the other in yellow choir uniforms with some others wearing black blue and white charge each other while singing new lyrics to the classic melody tune of O Fortuna from Carl Orff s Carmina Burana Viewed from the air one choir forms the shape of Carlton Draught beer glass and the other forms the shape of a human body with choir singers in white blue amp black to form the figure s eyes amp teeth with additional choir singers in white to form the beer s head The figure of the glass is then lifted to the mouth of the human figure and the audience sees the beer rushing ecstatically leaping yellow clad choir singers flowing into the stomach of the large body The view then zooms into the crowd of choir singers now all raising their Carlton Draught beer to focus on one man s glass A caption then appears below it saying Made from Beer and the commercial fades out The lyrics to the ad are as follows It s a big ad Very big ad It s a big ad we re in It s a big ad My God it s big Can t believe how big it is It s a big ad For Carlton Draught It s just so freaking HUGE It s a big ad Expensive ad This ad better sell some bloo oo oo oody beer 1 Big Ad parodies the visual style of battle sequences in such films as Peter Jackson s Lord of the Rings trilogy with sweeping larger than life panoramas of rugged mountain terrain It is also reminiscent of the grandiose commercials pioneered by the likes of Qantas and British Airways Viral marketing editThe company decided to use a viral campaign because of the distracting environment in which television is viewed and the fragmented audiences of traditional media Lee 2005 p 29 Two weeks prior to being broadcast on television the advertisement was streamed on the Internet Within 24 hours after release the Big Ad had been downloaded 162 000 times Frilingos 2005 p 8 Within two weeks it had been seen by over one million viewers in 132 countries Lees 2005 This campaign was widely covered in the press The viral release of the Big Ad was so successful that the company reduced its television media budget so as not to overexpose the advertisement Lee 2005 p 29 Awards editThe advertisement has since received over 30 awards globally including a prestigious Gold Lion award at the 53rd Cannes Lions International Advertising Festival in 2006 2 3 Technical acknowledgements editThis section does not cite any sources Please help improve this section by adding citations to reliable sources Unsourced material may be challenged and removed Find sources Carlton Draught Big Ad news newspapers books scholar JSTOR August 2009 Learn how and when to remove this template message Agency George Patterson and Partners Melbourne Creative Director James McGrath Art Director Grant Rutherford Writer Ant Keogh Producer Pip Heming Group Communications Director Paul McMillanProduction Plaza Films Director Paul Middleditch Executive Producer Peter Masterton DOP Andrew Lesnie Lord of the Rings The Fellowship of the Ring Post Production Animal Logic VFX Supervisor Andrew Jackson Senior Compositor Angus Wilson VFX Producer Caroline RenshawEditor Peter Whitmore Winning Post Productions Music Cezary SkubiszewskiLocation Queenstown New Zealand Cast 300 locals who played poker with peas during breaks To create large tens of thousands of people crowds for the ad MASSIVE software with semi independent AI actors from Weta Digital was used References edit Big Ad on YouTube Carlton Draught Archived October 13 2009 at the Wayback Machine Superbrands Australia Big Ad picks up Gold Lion at the 2006 Cannes Advertising Awards Archived 2013 05 15 at the Wayback Machine Australian Screen Editors Guild News 28 June 2006 Other references edit Canning S 2005 Business Big Shot The Australian Finance 23 Jul p 34 Frilingos M 2005 As big as a Carlton beer ad The Daily Telegraph Local Jul 23 pg 8 Lee J 2005 Very big ad shows why we still call Carlton a beer The Sydney Morning Herald Business 28 Jul pg 29 Lees N 2005 Big ad hits one millionth viewer Adnews 29 Jul Sophocleous A and Cubito A 2005 Clients catch the viral bug Adnews August 12 2005 p 6 External links editCarlton Draught Background at The Inspiration Room Daily Retrieved from https en wikipedia org w index php title Carlton Draught Big Ad amp oldid 1198651110, wikipedia, wiki, book, books, library,
