Carlton Draught " Beer Chase"
Agency: Clemenger BBDO,Melbourne, Australia
This year, few ads in the category were as moronic—in a good way as this instant classic from Australia's Carlton Draught. The ads, which haven run on TV yet, has been viewed almost 1.5 m times since being uploaded to YouTube. Furthermore, this ad was sent to the media, the Carlton Draught and the AFL databases as well as all staff of Carlton United Brewers. It also ran on the Carlton Draught Facebook and twitter pages.
"Beer Chase" opens with four bros celebrating a heist with a cheeky pint. These blokes are so endearingly dumb that they almost fail to notice that the pub is full of police. The ad quickly and humorously cuts to a chase scene, though it takes place entirely on foot, as the guys decide not to drink and drive their getaway car. As a cheesy '80s anthem plays, the boys hoof it through city streets, down alleys and over hills, losing the cops one by one until they eventually blast their way through a roadblock—well, actually, they climb gingerly over it, as the police absurdly duck and cover. Finally, our heroes—pints still precariously in hand—leap from a bridge and land on a booze cruise, where they party on. The ad wraps with the tagline "Made from beer," a wonderfully half-witted ending to 90 seconds of pure entertaining silliness.
"Beer Chase" opens with four bros celebrating a heist with a cheeky pint. These blokes are so endearingly dumb that they almost fail to notice that the pub is full of police. The ad quickly and humorously cuts to a chase scene, though it takes place entirely on foot, as the guys decide not to drink and drive their getaway car. As a cheesy '80s anthem plays, the boys hoof it through city streets, down alleys and over hills, losing the cops one by one until they eventually blast their way through a roadblock—well, actually, they climb gingerly over it, as the police absurdly duck and cover. Finally, our heroes—pints still precariously in hand—leap from a bridge and land on a booze cruise, where they party on. The ad wraps with the tagline "Made from beer," a wonderfully half-witted ending to 90 seconds of pure entertaining silliness.
Based on the study case to test the Clemenger BBDO Melbourne ‘Beer Chase’ spot, Inside Story combined two approaches: Survey Sampling International ,national online panel of 184 males aged 35 to 60 years, plus a new retinal technology that measures the level of emotional activation through pupil dilation and maps eye movement as it scans across the ad’s images. All the research was conducted in a central Sydney location. Emotion opens the door to memory. An ad that can achieve high emotional activation and stays in memory at the point of branding and key message cut through is highly to be effective, according to what we are learning now about ad effectiveness. This is about getting more impact for the brand and its message, within key scenes.
The online survey drills deeper. From its responses, we learn that ‘Beer Chase’ is broadly enjoyed by all study participants but holds especially strong appeal among Carlton Draught drinkers
Ninety per cent of Carlton Draught drinkers claimed to like the ad a little or a lot . A high 87% of Carlton Draught drinkers described the ad as “appealing to people like me” . And 66% claimed that the ad made them feel even more interested in drinking Carlton Draught beer. This compares with 42% of all others.
It appears these Carlton Draught drinkers embrace the particular brand of humour portrayed. They consider the ad good to share (86%) and 70% strongly feel it depicts the type of humour they “enjoy sharing with friends”. This compares with 47% for all others.With such high levels of activation and attention, brand messaging is as expected - it is also strong.
Again, brand messaging is strongest among those with an affiliation with Carlton Draught - with message takeout focusing on the Carlton Draught being precious (93%) (“They don’t want to waste a drop”), popular (82%), authentic (81%) and for everyone (77%).Message registration among non/less frequent Carlton Draught drinkers was significant but lower across all these message points.
'Beer Chase’ would appear to be an all-round winner. It is a highly involving, well branded ad which also achieves strong brand messaging for Carlton Draught.
The research indicates it is highly likely to achieve a positive impact on sales, especially among those with an affiliation with the Carlton Draught brand.
For my opinion, this TV commercial is one of the most impressive. I believe that an ads should be fun and not too serious.
Watch the full version of Carlton Draught "BeerChase" TV adhttp://www.youtube.com/watch?v=_GbHpqfv9is
GETS OVER 4M YOUTUBE VIEWS
Ninety per cent of Carlton Draught drinkers claimed to like the ad a little or a lot . A high 87% of Carlton Draught drinkers described the ad as “appealing to people like me” . And 66% claimed that the ad made them feel even more interested in drinking Carlton Draught beer. This compares with 42% of all others.
It appears these Carlton Draught drinkers embrace the particular brand of humour portrayed. They consider the ad good to share (86%) and 70% strongly feel it depicts the type of humour they “enjoy sharing with friends”. This compares with 47% for all others.With such high levels of activation and attention, brand messaging is as expected - it is also strong.
Again, brand messaging is strongest among those with an affiliation with Carlton Draught - with message takeout focusing on the Carlton Draught being precious (93%) (“They don’t want to waste a drop”), popular (82%), authentic (81%) and for everyone (77%).Message registration among non/less frequent Carlton Draught drinkers was significant but lower across all these message points.
'Beer Chase’ would appear to be an all-round winner. It is a highly involving, well branded ad which also achieves strong brand messaging for Carlton Draught.
The research indicates it is highly likely to achieve a positive impact on sales, especially among those with an affiliation with the Carlton Draught brand.
For my opinion, this TV commercial is one of the most impressive. I believe that an ads should be fun and not too serious.
Watch the full version of Carlton Draught "BeerChase" TV adhttp://www.youtube.com/watch?v=_GbHpqfv9is
Procter & Gamble " BEST JOB " London 2012 Olympic Games film
GETS OVER 4M YOUTUBE VIEWS
2012 most unforgettable advertising campaigns.
The two minute spot - produced and created by Wieden & Kennedy, a Portland based agency and director Alejandro Gonzalez Inarritu was the cornerstone of the " Thank You, Mum " campaign.
Procter & Gamble embarked on the company's biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mother worldwide. P&G's Best Job video has taken off since launching April 17. More than 4million people watched the video o the main site, which has been seeded in different languages to appeal to different territories. It ran online, TV and in print. Recently won the Emmy for the best primetime commercial.
The video tracks mother around the world on their daily lives, looking after children then proudly watching them excel in his pr her sport. The advertising ends with the tagline: " The hardest job in the world is the best job in the world "
P&G also has a Facebook campaign taht donates $1 for every "Like" to a USOC/Team USA youth sports fund up to $100,000. The Facebook site has so far generated 590,873 like and 9,456 conversations on the social network since its launch in April 2012.
Watch the video on youtube
http://www.youtube.com/watch?v=HO50_FZfwXs
Watch the video on youtube
http://www.youtube.com/watch?v=HO50_FZfwXs
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