We Miss the Pub Campaign | Clapboard Ad Archive

We Miss The Pub

Description

Carlton Draught’s campaign We Miss The Pub, launched in Australia in 2020, delivers a heartfelt tribute to the nation’s beloved pub culture through a creative and engaging musical approach. Crafted by BBDO and led by Creative Director Ant Phillips of Clemenger BBDO Melbourne, this film campaign leverages the emotional connection Australians have with pubs, using a new song set to the iconic tune of REO Speedwagon’s Can’t Fight This Feeling. The lyrics cleverly narrate the shared challenges faced during iso-life, including the frustrations of unreliable internet and the collective effort of staying fit through Joe Wicks cardio, all while nostalgically highlighting the simple pleasures of burnt cheese, ham, and crumbed chicken. The crescendo of the song captures the deep longing to return to the pub with the chorus line I can’t wait to be in the pub again, making it both a rallying cry for audiences and a genuine expression of community spirit. The campaign was primarily activated across Carlton Draught’s social media channels, amplifying reach and engagement by tapping into the social conversations around the impact of lockdowns on social gathering spots. Beyond entertainment, the campaign deliberately supports publicans facing economic hardship by directing audiences to the For the Love of Your Local program, encouraging Australians to buy pints to sustain their local pubs during closures. Carlton & United Breweries complements this initiative by offering an additional pint upon reopening, reinforcing their commitment to the community and the pub industry’s recovery. Overall, We Miss The Pub combines emotional storytelling, cultural relevance, and social responsibility to maintain Carlton Draught’s brand presence and deepen consumer loyalty during a challenging period for social venues. { "campaign_title": "We Miss The Pub", "brand": "Carlton Draught", "agency": "BBDO", "creative_director": "Ant Phillips", "agency_location": "Clemenger BBDO Melbourne", "launch_country": "Australia", "launch_month": "May", "launch_year": 2020, "industry": "Alcoholic Drinks", "media_type": "Film", "media_assets_count": 1, "key_elements": [ "new song set to REO Speedwagon’s Can’t Fight This Feeling", "lyrics about iso-life challenges and pub nostalgia", "chorus expressing eagerness to return to the pub", "activation across social channels", "support for publicans via For the Love of Your Local program", "offer of an additional pint post-reopening" ], "brand_parent_company": "Carlton & United Breweries (CUB)" }

Credits

Client

Carlton Draught

Agency

BBDO, Clemenger BBDO, Melbourne, Australia

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Campaign Proposition

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