Carlton Mid ad receives complaints for denigrating family values
Clems Melbourne’s award-winning press campaign for Carlton Mid lager has received complaints from members of the public for denigrating family values.
The campaign, which won three golds at Cannes a fortnight ago, supposedly encourages the family unit to be split with the line ‘Spending too much time with the wife?’ and the slogan, ‘Stay a little longer’.
A determination from Ad Standards Bureau has yet to be made.
JB been at it again?
I will conquer you all.
The vocal minority right wing christian groups at it again?
I thought the new age man actually enjoyed spending time with the wife.
Carlton Mid lost its way years ago. Poor insight, poor stratgey, awful creative. No wonder XXXX Gold is laughing at Carlton
If this doesn’t get laughed out and the people who complained about it fined for wasting the ASB’s time then I don’t want to live on this planet anymore.
XXXX Godl laughing at Carlton?
What with their new highly weird and homoerotic promo?
@Scotty – in your esteemed opinion what’s wrong with the strategy and insights? It seems pretty bang-on for a mid-strength beer. And three Gold Lions speak for themselves on the creativity front…
@Matty – would you like to share the insight? Is it along the lines of i need to be overtly masculine and spend more time with men otherwise my wife, who i actually love, will encroach on my manhood? It feels like there isn’t an insight thus the strategy hasn’t worked. Melbourne company and agency that just doesn’t understand the northern states outdoor Australian lifestyle, a laconic consumer base and one who wants a good beer that enables this. They never have and the results speak volumes.
Celebrate your Lions while we enjoy Australia’s favourite and BEST selling beer.
Sound strategy might not win the awards you chase but it does win with consumers.
@Jeepers – XXXX Gold isn’t XXXX ‘God’ yet, but the Australian public have spoken and it is the closest thing.
@Scotty: Not really, I think the strategy is simply that you can spend longer doing the things you like without having to cut your fun short. This is having a bit of fun with a new executional ‘way-in’ of bringing the strategy to life. It isn’t holding up a mirror to beer punters, just having a laugh at one potentially unintended consequence of bailing on the boys – something I think most high-school educated blokes can comprehend.
@Scotty – Until you can spell strategy properly your argument isn’t deemed valid.
Ads are always subjective, so too your preference for Beer… I don’t know anyone who likes XXXX
1 vote for Matt
I’m fairly sure this ad is a few years old. I seem to remember seeing it years ago.
None the less, it’s a beer ad. It gives a quick laugh and points the brand at its key demo fairly well. Why read into it further?
Not everything has to be a cause. IMHO.
@Matt – i enjoy spending time with my wife, and my mates. IMHO the Carlton Mid work hasn’t evolved and the brand health appears to represent as such. Men have evolved, if brands don’t results will follow.
@Tom – because you know no one who drinks XXXX that obviously means no one is drinking. Highly intelligent response.
@Jake – agree, old execution. And one that i didn’t laugh at. Who would be their key demo? If the insight, consumer, strategy can’t be articulated (or executed against) IMHO it should be looked at or ‘read further into’.