We Miss the Pub Campaign | Clapboard Ad Archive

We Miss The Pub

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

Carlton Draught’s ‘We Miss The Pub’ campaign leverages a culturally resonant narrative to reinforce the brand’s connection to Australia’s social fabric by positioning itself as a champion of community and shared experience. The core brand proposition revolves around the pub as an iconic Australian institution and communal gathering place, with Carlton Draught serving as both a symbol and facilitator of that experience. Through the campaign, the brand promises to support and sustain local pubs during an unprecedented period of closure and social isolation, implicitly aligning itself with the publican community and consumers’ desire for social reconnection. The market strategy centers on tapping into the collective emotional experience of lockdown in 2020, using insight into the Australian public’s longing for familiar social rituals disrupted by COVID-19 restrictions. The campaign employs a creative angle by reimagining a well-known classic rock song, ‘Can’t Fight This Feeling’, as a tribute to the pub and the shared struggles of isolation—from technical frustrations to lifestyle adjustments—creating relatability and authenticity. By launching across social channels with an emotionally charged anthem and directing audiences to a support program (‘For the Love of Your Local’), the campaign strategically targets Australian adults who associate drinking at the pub with community and normalcy. This integrates social responsibility with brand loyalty efforts, encouraging consumers to engage in a support mechanism that benefits pubs directly while reinforcing Carlton Draught’s role as an enabler of post-pandemic social reconnection.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign best fits the Parody or Borrowed Format creative technique. The narrative centers around a reworded popular song—REO Speedwagon’s ‘Can’t Fight This Feeling’—turned into a comedic ode to missing the pub, detailing collective struggles of “iso-life.” The use of a familiar tune, playful lyrics, and montage-style visuals evokes a parody of classic musical numbers while leveraging shared cultural references. There’s no traditional problem-solution arc nor direct storytelling centered on the product’s benefit, but rather a humorous, relatable performance that borrows a recognizable pop culture format to make its message resonate powerfully. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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