The latest campaign for Carlton Dry, Dry Dreams, features an attempt at breaking the land speed record for rubber chicken racing, showjumping on an elephant and skeet shooting with a real tank (complete with live ammunition). Ant Keogh, Creative Director, Clemenger BBDO Melbourne, explains that this campaign is a kind of evolution of last years Team Dry work the work that set the standard for the fine art of doing nothing. Its about those ideas you have with your mates at two oclock in the morning; dreams that inspire you but rarely ever see the light of day - many times for good reason. We thought to ourselves, What if Carlton Dry could help people make them real? Keogh said. The campaign asks blokes, Have you ever had a Dry Dream? and challenges them to send in their most hare-brained ideas for the chance at having Carlton Dry help make them a reality. For the TVCs, the worlds first Rubber Chicken Rocket Car was built in an attempt to break the land speed record (for a rubber chicken). The Guinness Book of Records is currently reviewing this as a new category. A decommissioned Argentinean tank was brought back to life for Skeet Shooting in a Tank which uses clay discs as big as truck tires. And the pomp and pageantry of elite equestrian competition is transformed into an extreme sport with Elephant Showjumping. Vincent Ruiu, Group Marketing Manager Carlton Brands, says the brands phenomenal sales growth is a direct result of Carltons respect for their drinkers right to do nothing. For the average 20 year old, lifes about now, not tomorrow, not next week its all about now. Were tapping into the fun theyre trying to find on a daily, and sometimes hourly, basis, said Ruiu.
Advertising Agency: Clemenger BBDO Melbourne, Australia Executive Creative Director: James McGrath Creative Director: Ant Keogh Art Director: Cameron Harris Copywriter: Seymour Pope Agency Producer: Sevda Cemo Craft: Musonda Katongo Director: Ben Wheatley Production Co: Blink Productions, Melbourne Producer: Claire Jones Director of Photography: Ben Joiner Editor : Pete Sciberras, The Butchery Music: Cornel Wilczek, Level Two Music Photographer: Chris Tovo Visual Effects: Iloura Flame Artist: Chris Betteridge Sound Engineers: Paul Le Couteur, Flagstaff Studios Aired: November 2009via adsoftheworld.com