By James Atkinson
Australia’s biggest-selling draught beer has released the latest in the 'Made From Beer' series of television commercials, which attempts to chase drinkers back into pubs.
Carlton United Brewers’ new big-budget offering, the Beer Chase, depicts four hapless robbers who take a bar-load of police on a Hollywood-style chase while holding schooners of Carlton, which they refuse to relinquish.
A 90-second version of the parody-style TVC was launched online yesterday, and will premiere on TV during Seven’s AFL finals and Nine’s NRL finals September 9. [click play to watch the video]
Carlton general manager of marketing, Andrew Meldrum told TheShout that pubs are about people enjoying themselves, and that they "believe beer ads should be fun".
"Australia’s favourite draught beer, Carlton Draught, has a special bond with the on-premise environment. We proudly built the brand in the front bars of Victoria, and now find ourselves being enjoyed in pubs all across the country.
"The pub is a key place where people can meet, relax, watch the footy and enjoy some pub banter with their mates. Pubs are the most egalitarian place in Australia and like Carlton Draught they remind guys not to take themselves too seriously; this is something that we champion with Carlton Draught.
"We are confident that our new Beer Chase ad perfectly captures this feeling and will be sure to drive people back to the pub over the coming months."
The ad will also appear in cinemas and on other free to air and pay TV programs that target men aged 18-54.