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The techniques before being released on television. It premiered on Australian television on 7th August 2005. In the advertisement, two armies, one dressed in maroon, the other in yellow, march toward one another singing , but replaced with lyrics such as "It’s a big ad/...expensive ad/This ad better sell some bloody beer". A heroic figure on horseback leads the charge. Viewed from the air, we see the armies form a glass of Carlton Draught and a human body. The glass is then lifted to the mouth, and the audience sees the beer (the rushing, ecstatically leaping yellow-clad men) flowing into the stomach of the figure. The ad parodies the visual style of battle sequences currently in vogue (a la Peter Jackson's Lord of the Rings films) complete with sweeping, larger-than-life panoramas of rugged mountain terrain. The advertisement was released on the internet two weeks prior to being shown on television. Just 24 hours after release, the ''Big Ad'' had been downloaded 162,000 times (Frilingos, 2005, p.8) and within two weeks it had been seen by over one million viewers in 132 countries (Lees, 2005). The viral release of the ''Big Ad'' was so successful that the television media budget was reduced so as to not overexpose the advertisement (Lee, 2005, p.29). 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. Matt Keen, General Manager of Regular Beer at Foster’s Australia, said that with digital media, the audience has actively taken the time to see the ad and it is a way of personally engaging with drinkers (quoted by Lee, 2005, p.29). Since the original ad campaign, the advertisement has been Parodied by Australian clothing brand Jay Jays and two people from Belgium (see {Link without Title} FACTORS CONTRIBUTING TO THE SUCCESS OF ''BIG AD'' Firstly, the advertisement was . This enabled the video to provide a high quality image and contributed to the success of the viral campaign. However, it is important to note that this technology was more expensive; the streaming technology, provided by Vividas, cost the client around $30,000 (Sophocleous and Cubito, 2005, p.6). Secondly, the connectivity of the advertisement contributed to its success. The ''Big Ad''’s dedicated website had around 3,160 webpage links as of October 1, 2005, according to Google’s link search. Many of these links were within blog entries, but it cannot be established if any were seeded by the advertising agency, the company or their staff. Also within days of the campaign being released, the Big Ad website had ten mentions in major newspapers around Australia (according to a search conducted on October 1, 2005). Finally, and probably the most important factor contributing to the success of the advertisement, was the tone of the video. The advertisement was a parody of advertising. This type of comic, satirical tone has been seen to increase the likelihood of a viral message being passed on to a person’s acquaintances (see Viral Marketing ). However the ''Big Ad'' is not a ''sell out'' for Carlton Draught; this type of appeal has been used throughout the brand’s recent advertisements, including "Made from Beer" and "Canoe". Therefore the success of ''Big Ad'' can also be attributed to its comical content and the fact that this appeal is consistent with the positioning of the brand. TECHNICAL ACKNOWLEDGEMENTS Agency: George Patterson and Partners , Melbourne :Creative Director: James McGrath :Art Director: Grant Rutherford :Writer: Ant Keogh :Producer: Pip Heming :Group Communications Director: Paul McMillan Production: 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 (The Matrix) :VFX Supervisor: Andrew Jackson :Senior Compositor: Angus Wilson :VFX Producer: Caroline Renshaw :Editor: Peter Whitmore :Music: Cezary Skubiszewski :Location: Queenstown, New Zealand :Cast: 300 locals (consisted mainly of backpackers) To create large (tens of thousands of people) crowds for the ad MASSIVE software with semi-independent AI actors from Weta Digital was used. LYRICS The Lyrics of the Carlton Draught big ad were: 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 freak...ing HUGE! It's a big ad. Expensive ad! This ad better sell some bloooooody beer! REFERENCES
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