By Andrew Starke

Carlton and United Breweries (CUB) will this week launch two high-profile beer commercials with Carlton Dry and Pure Blonde releasing new campaigns.

Last night (Nov 21) saw Carlton Dry aired the first TVC from the ‘Legends of the Dry’ campaign starring action-hero Steven Seagal.

The new campaign, which was created by Clemenger BBDO Melbourne, celebrates those tall tales told over a few beers that get better the more times you tell them.

The interactive campaign sees Seagal challenge Aussies to enter the ‘Legends of the Dry’ promotion, promising the chance for one winner to have the Hollywood star play them and tell their story in the next Carlton Dry TVC.

Carlton Dry will re-create the winner’s story as a three minute online film with Steven Seagal playing the part of the winner.

The film will also be cut into a 30 second TVC ‘movie trailer’ and aired on Australian TV.

“Legends of the Dry has big shoes to fill, following on from the award-winning ‘Dry Dreams’ campaign which featured across Australia last year,” said Carlton group marketing manager Vincent Ruiu.

“Many of us grew up watching action films, imagining ourselves in the lead role. Carlton Dry has turned the tables by giving people the chance to have a genuine action hero play them in a movie about their own lives.”

The first TVC features Seagal at home tending to his barbeque, introducing the ‘Legends of the Dry’ campaign.

The second TVC, set to air during the first day of The Ashes on Thursday November 25, features Seagal buried up to his neck in sand, at the mercy of a snake slithering slowly towards him.

The TVCs were both shot on location in Vancouver, Canada where Seagal is currently filming a movie.

The campaign will also include two 30 second radio spots as well as a presence online and through social media.

To enter the ‘Legends of the Dry’ promotion, Australians need to submit their best story to:

The competition runs from November 21 2010 through to February 28, 2011.

One story will be chosen and the winner flown to North America with three mates and $4,000 spending money for the filming of the short film.

To view the TVC, click here.

Sunday November 28 will mark the debut of the new 90 second Pure Blonde commercial, which returns to a ‘place more pure than yours’.

This latest instalment from Clemenger BBDO, titled Pardon, follows on from Brewtopia (2006) and Dove Love (2009).

According to Pure Blonde group marketing manager Richard Oppy, the latest TVC remains true to Pure Blonde’s legacy of doing things differently.

“When Pure Blonde launched six years ago and pioneered the low carb beer category it was a genuine game changer in many ways. This new TVC heroes two blokes on a classic adventure and features the irreverent Pure Blonde humour that the brand has become known for.”

The launch of the TVC (including 30/60/90 second executions) comes just a fortnight after Pure Blonde unveiled its new Pure Blonde White Lager, a lower carb wheat beer.

To watch the TVC, click here.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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