"Big Ad" creative team reunite (and show what one man
can achieve through the 'power of dance')
Today, Carlton Draught released "Flashbeer", its new ad campaign and much
anticipated follow up to last year's "Big Ad". Created by the same "Big Ad" team,
"Flashbeer" brings to life the distinctive tone of Carlton Draught's Made from Beer
campaign, which is based on the idea that the brand doesn't take itself, or its advertising,
too seriously.
"Flashbeer" is a departure from the epic, special-effects laden style of "Big Ad". It is the
fourth instalment in the brand's Made from Beer campaign, which began with the "No
Explanation" TVC in 2003 and was followed by "Canoe" in 2004. Made from Beer scaled
new heights of public and critical attention following the success of the "Big Ad" which had a
phenomenal 12-month run, topping 3.5 million online viewings across 132 countries and
scooping over 30 national and international advertising awards.
After parodying advertising stereotypes in previous ads, Made from Beer has taken on new
creative territory with "Flashbeer" by sending up one of the most ubiquitous film clichés of
the 1980s - the audition scene from the closing minutes of the 1983 movie, Flashdance.
With all eyes on its passionate leotard-clad hero, "Flashbeer" has fun with the notion
prevalent in many 80's films (hit films like Flashdance, FAME, Footloose and Dirty Dancing)
where the 'power of dance' can make any dream come true.
"Flashbeer" is the journey of 'Kevin Kavendish', a peanut inspector by day, who harbours a
secret dream to work at Carlton Draught Brewery. The odds seem stacked against Kevin
when he goes to a job interview at the brewery given his distinct lack of experience, but
then through the 'power of dance' we see our hero realise his dream of brewing his
favourite beer.
The ad could have been based on any one of those 80's films where people achieve their
dreams through the 'power of dance'. Flashdance just happened to be the most iconic and
therefore funniest dance to send up. The famous audition scene was (somewhat) faithfully
re-created - about as faithful to the original as you would expect from Carlton Draught
anyway. Considerable attention was given to emulating the film's choreography,
cinematography and lighting. Paul Middleditch (Director) and Andrew Lesnie (Director of
Photography) even consulted cinematography magazines from the mid-eighties, uncovering
interviews with the creators of Flashdance to see how they designed the lighting for the film.
The 're-creation' just got a bit twisted when Jennifer Beales (the star of Flashdance) was
replaced by an average Aussie bloke in a leotard trying to dance with equal conviction.
But you couldn't successfully parody the scene without the soundtrack. So the creative
team set about securing rights to the classic 80s hit "What a Feeling" from the original
performer and co-writer, Irene Cara. Happily for the ad, she agreed.
"Carlton Draught makes a genuine connection with its consumer. It's a brand to believe in
and delivers a real sense of effortless and unexpected joy. A product that Kevin (and a
whole lot of loyal drinkers) will do anything for in return," said James McGrath, Creative
Director George Patterson Y&R Melbourne.
"We really enjoyed going from the epic-scale of "Big Ad", filled with armies of robed men
amid spectacular scenery, to an ad based around this one leotard-clad bloke, dancing his
heart out to secure a job at the Carlton Draught Brewery," said Matt Keen, Mainstream Beer
Category Director, Foster's Australia, Asia & Pacific.
"This new ad is part of a fully integrated, through-the-line campaign which will create more
consumer touch points for Carlton Draught than ever before. We have launched it virally
before putting it on air because we are confident that people will want to send it to their
family and friends in much the same way as they did with "Big Ad". What is more,
"Flashbeer" runs for 94 seconds which is about three times the length of most ads. As a
result, our media strategy reflects the fact that the ad is like a mini movie in its own right,
which means we will play it less often, but in high impact time slots. Because the campaign
is fully integrated, Kevin's sensational performance will take on a life of its own across a
variety of mediums and at a number of high profile events" added Keen.
"Flashbeer" was launched online using Vividas full screen streaming technology, which
allows people to view the ad in all its cinematic glory without special software. "Big Ad" was
the first beer ad to be launched in Australia using this technology.
To view the ad, please go to: http://www.flashbeer.com.au/. It will go on air across the country
from Friday 22 September. The initial online and television launch will be supported by
"Flashbeer" cinema, outdoor, radio and online advertising; sponsorship leveraging across
the AFL and NRL finals season; and a national publicity and point-of-sale program.
For more information please call:
Jacqui Moore
Group Brand Communications Manager
Foster's Australia, Asia & Pacific
03 9633 2137 or 0417 048 070
jacqui.moore@fostersgroup.com
"FLASHBEER" CREATIVE CREDITS
George Patterson Y&R, Melbourne
Creative Director: James McGrath
Writer: Ant Keogh
Art Director: Grant Rutherford
Agency Producer: Romanca Jasinski
Group Account Director: Paul McMillan
Account Director: Dan Beaumont
Plaza Films
Film Director: Paul Middleditch
Producer: Peter Masterson
Director of Photography: Andrew Lesnie
Art Director: Rebecca Cohen
Casting: Kirsty McGregor (McGregor Casting)
Editor: Peter Whitmore (Winning Post)
Sound: Barry Stewart (Sound Reservoir)
Choreographer: Lisa Ffrench
Music
"What a Feeling" Written and performed by Irene Cara
