With Carlton’s Alcohol Free Beer, Australians are Free to Break All the Rules

    By Katerin Pantaleon - Dec 9, 2020
    With Carlton’s Alcohol Free Beer, Australians are Free to Break All the Rules

    Carlton & United Breweries’ Carlton Zero beer has launched a new campaign, encouraging all Australians to ‘Rewrite the Rules’.

    Created by Clemenger BBDO Melbourne as a celebration of the fact that Carlton Zero has zero percent alcohol, the campaign shows drinkers that they are free to ‘rewrite the rules’ of beer drinking and do all the things they usually couldn’t with a beer in hand.

    The real kicker is the actor involved. He’s a man who’s appeared in more Australian beer ads than anyone else and now he’s free to do all those things he always wanted to do while drinking a beer. Poorly operate heavy machinery? Do it with a Carlton Zero in hand. Get up close and personal with death in a drag race? Do it with a Carlton Zero.

    “We’ve all been in situations where we find ourselves wanting to have a beer but it’s just not appropriate,” said Carlton Zero Brand Director, Hayden Turner.

    “Carlton Zero gives beer drinkers the freedom to partake in these occasions without having to worry about what comes next. Our TVC embodies this through the guise of the Beer Man, who’s finally free to do all the things he’s been longing for… after having his beer.”

    “For many years this particular actor has graced our screens—drinking beer after beer,” said Clemenger BBDO Melbourne Executive Creative Director, Jim Curtis. “So, it was a real honor to help him finally live out his dreams and indulge in activities such as swimming, building, and driving. At one point he even drank more than one Carlton Zero at the same time.”

    The campaign is supported by OOH, Radio, Trade and Social activities. The 30” TVC shot by Aussie Director Matt Devine.


    Client: Carlton & United Breweries
    Brian Phan – General Manager, Marketing
    Hayden Turner – Brand Director, Classic
    Stephen McWilliams – Marketing Manager, Carlton
    Sophia O’Beirne – Assistant Brand Manager, Carlton

    Creative agency: Clemenger BBDO Melbourne

    Media agency: PHD

    Social: CUBHouse

    Matt Devine – Director
    Lachlan Milne – DOP
    Dan Lee – Editor

    Revolver – Production Company
    Caroline Kruck – Producer
    Michael Ritchie – Executive Producer
    Pip Smart – Executive Producer
    Level Two Music – Music Production
    Arc – Offline Edit
    Heckler – Grade and Online
    Rumble – Sound House
    Danny Long Casting – Casting


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