CARLTON DRAUGHT'S FLASHBEER - WHAT A FEELING
Today, Carlton Draught, via agency George Patterson Y&R Melbourne, released
'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 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. Director Paul Middleditch and Dop Andrew Lesnie 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 of George Patterson Y&R Melbourne.
The 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. It has been launched virally before going on air as was the case with “Big Ad”. What is more, 'Flashbeer' runs for 94 seconds which is about three times the length of most ads. As a result, it will be aired 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.
'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: 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.
'FLASHBEER' CREATIVE CREDITS
Agency: George Patterson Y&R, Melbourne
Creative Director: James McGrath
Writer: Ant Keogh
Art Director: Grant Rutherford
Agency Producer: Romanca Jasinski
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