Is there anything more contentious (other than the brand of drink itself) than a Top 10 Aussie Alcohol Ads list?
10. Hahn Premium Light - Spa Bomb
Winning the “Outstanding Funny TV Commercial” at the 2003 Australian Comedy Awards, Hahn Light’s ‘Sex Bomb’ never grows old. It turns viewer expectation on is head and lauds the great Aussie larrikin.
9. Carlton Draught - Slow Mo
Why do so many beer ads use grandiose operatic arias as their accompanying soundtrack? Made in 2010, get set to ogle blokes in all their clumsy glory in veeeery slow motion, to the tune of Puccini’s Nessun Dorma (but not as you know it).
8. Cougar Bourbon - Barry Cougar Dawson – Invisibleness
Driving sales of Fosters’ Australian Cougar dark rum and bourbon in 2006, ad agency GPY&R launched the character of Barry Dawson, a (self-proclaimed) master of manliness. Three different ads introduced Barry’s core manly skills of how to survive any situation: invisible-ness, mind control and speediness. This is the first of the triumvirate, Invisible-ness.
7. Hahn Super Dry - Pioneering Beering
Welcome to the heavily stylised Hahn brewery, where “super goes in” and “superdry taste comes out”. If you think ‘super’ is represented by bodybuilders, Elvis, Bruce Lee, panthers and the Knight Rider theme, then this ad’s for you.
6. Cougar Bourbon - 5 Cougars Thanks
Before Barry Dawson (see #8 above), Fosters’ Cougar Bourbon had equal success in the ad popularity stakes with their obvious-but-no-offence-taken-sexism of ‘5 Cougars, Thanks’. Developed by the now defunct The Campaign Palace, the ad drew some flack in 2001, particularly from female bartenders.
5. Bundaberg Rum - Drop Bears
The Bundaberg Rum polar bear mascot was first introduced in 1961, and well known by 2003 when this ad was made. Combining the mascot’s cheeky, laddish attributes with the urban myth of Australian ‘drop bears’, this ad was one in a series featuring Bundy R. Bear and his larrikin approach to mateship.
4. Carlton Dry - #HELLOBEER
According to CUB’s marketing management, the Carlton Dry brand is all about fun. This fresh entry to the Top 10 list, first appearing in late 2013, highlights the fun blokes can have when they get inventive. Go on, you know you want to.
3. Carlton Draught - Flashbeer
Those of us old enough to remember the original movie will enjoy every second of this remake. Those too young will grimace and tap their toes at the same time. Whatever your vintage, the effort involved in this ad really is making me thirsty.
2. Carlton Mid - Coincidence
Another example of cunning blokes colluding against their better halves, even the canny ladies (who know exactly what’s going on) can produce a wry grimace at this one. The things mates will do to get a little extra mate time, eh?
1. Carlton Draught - Big Ad
Made in 2005, this ad is still considered a global classic and consistently rates as one of the best beer ads ever made. It’s arguably Australia’s best beer ad, but is definitely its most awarded. And it features another grand opera soundtrack. Turn up the volume.