By Amy Looker
Carlton Draught will launch the latest installment in its ‘Made From Beer’ series of television commercials tonight, with the premiere of ‘Slow Mo’ during the AFL and NRL broadcasts.
The TVC makes use of slow-motion technology shot on high-speed cameras, similar to that seen in sport and wildlife documentaries, to slow down the activities of a group of mates kicking back in the pub over a few schooners of Carlton Draught and the amusing incidents that ensue.
“We decided to base the latest TVC for the ‘Made From Beer’ campaign in an on-premise environment to support Australia’s pubs, which have been hit by the GFC,” explains Carlton’s group marketing manager, Vincent Ruiu.
“Calrton Draught is the leading draught beer in Australia, so we wanted to support and celebrate those on-premise occasions. Blokes love beer, the pub and their mates. We thought we would slow all that down a little to savour the experience.”
The campaign, created by Clemenger BBDO Melbourne, was shot using two Photron SA1 SD high speed cameras, which can shoot anywhere between the normal 25 frames per second and an incredible 9000 frames per second. The scenes in Carlton Draught ‘Slow Mo’ were shot at speeds between 500 and 9000 frames per second, giving them excpetional detail, including the impact of a peanut flying out of a guy’s mouth, or the truly bad dancing technique of another.
“A guy’s life isn’t meant to be complicated,” said Ruiu. “Sometimes it’s the small things that impress us the most. We’ve gone from looking at the world in a huge scale with ‘Big Ad’ to taking a look at a man’s world close-up and in slow motion. We’re confident beer fans will like what they see.”