This time around we are travelling to the land down under, i give you Australia!
This video is a commercial for Carlton draught beers. The ad was premiered on the Australian television on july 2005. Before the ad was released, viral marketing techniques were used to assure massive viewing. Thanks to the internet release, the commercial was widely covered by the media even before it was released on TV.
On the commercial, we can see two choirs racing on an open field, singing new lyrics to the classic melody "O fortuna" by Orff's. As they are running, the participant starts to form a clearer and clearer pattern of a human body, drinking Carlton draught of course. Each choir member holds a real life beer glass as they are running to form the shape.
At the end of the commercial we can see a large body drinking beer, and we can even see the beer running down he's throat.
The new lyrics to "O fortuna" are very funny :
It's a big ad. Very big ad. It's a big ad we're in. It's a big ad. My God it's big! Can't believe how big it is! It's a big ad! For Carlton Draught! It's just so freaking HUGE! It's a big ad! Expensive ad! This ad better sell some bloo-oo-oo-oody beer!
"This ad better sell some bloody beer"? You can make up this stuff, its that funny!
I really enjoyed watching the ad, its shows some real creativity by Gorges Patterson and partners, a Melbourne agency.
The contrast between the dramatic aspect of the song, the race through the huge field and between the comic aspect of the lyrics, is pretty spectacular. The fact that this huge ad is for a beer company is also really special and bring something new to the audience. Finally, the ad does not take itself seriously, despite the look of it and thats what appeals to me the most.
What do you thing about the 'its a big ad" commercial? Please comment.
'Till next time.
Aucun commentaire:
Enregistrer un commentaire