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Carlton Draught “Beer Chase” 2012

Carlton Draught “Beer Chase” (2012) is a Carlton Draught commercial directed by Steve Ayson for Clemenger BBDO, produced by MJZ. It won 9 awards, including Cannes Lions 2013 Film Gold (Alcoholic Drinks), Clio 2013 Silver — Film / Television/Cinema and AdFest 2013 Gold Lotus Film — Best of Alcoholic Beverages.

Four friends, after receiving a bag of money, are chased by police through the city, all while trying to protect their full glasses of Carlton Draught beer.

Video: Jack Hutchings on Vimeo

Shot by shot

  1. Four men stand at a bar, looking at a fifth man with varied expressions, in a dimly lit pub.© Carlton Draught0:00
  2. Four men at a bar raise their glasses of beer in a toast, smiling and looking at each other.© Carlton Draught0:06
  3. A black duffel bag overflowing with Australian banknotes sits on a white hexagonal tiled floor, next to a person's feet.© Carlton Draught0:12
  4. A man holds up a glass of Carlton Draught beer, with other men partially visible on either side, in a dimly lit interior setting.© Carlton Draught0:20
  5. A large group of men, some dressed as police officers, run down a dusty street in an urban area, some holding cups.© Carlton Draught0:26
  6. Two male police officers in uniform run through an alley, one of them crashes into a stack of cardboard boxes, sending white powder flying.© Carlton Draught0:32
  7. Two male police officers in uniform run awkwardly down a city street, holding coffee cups, with brick walls and buildings in the background.© Carlton Draught0:40
  8. Five men in casual clothes run up a hill, holding beers, with two police officers chasing them in the background on a cloudy day.© Carlton Draught0:47
  9. A group of police officers in uniform stand in a line across a deserted street, forming a blockade in an urban area.© Carlton Draught0:59
  10. A group of men, some dressed as police officers, hold beers and a megaphone while walking on a bridge during the day.© Carlton Draught1:04
  11. Two men in casual clothes high-five over fallen police officers and traffic barriers on a city street.© Carlton Draught1:10
  12. A group of men and women are on a boat, holding beers, as the men move in a synchronized, slightly awkward dance, with sailboats in the background.© Carlton Draught1:20

Stills © Carlton Draught. Made by Clemenger BBDO, MJZ and Steve Ayson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A high-stakes chase where the most important thing is not spilling beer.

Tagline: “MADE FROM BEER”

unlikely heroesabsurd chasecommitment to a causeslow-motion actionphysical comedyover-the-top obstacles

The cut

Length
90 s
Shots
49
Average shot
1.8 s

What creatives use Carlton Draught “Beer Chase” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Carlton Draught “Beer Chase”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Four men stand at a bar, looking at a fifth man with varied expressions, in a dimly lit pub.© Carlton DraughtFour men at a bar raise their glasses of beer in a toast, smiling and looking at each other.© Carlton DraughtA black duffel bag overflowing with Australian banknotes sits on a white hexagonal tiled floor, next to a person's feet.© Carlton DraughtA man holds up a glass of Carlton Draught beer, with other men partially visible on either side, in a dimly lit interior setting.© Carlton Draught
    Frames from Carlton Draught “Beer Chase”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Carlton Draught “Beer Chase” in order, with its length, framing and what happens in it.

    Four men stand at a bar, looking at a fifth man with varied expressions, in a dimly lit pub.© Carlton DraughtFour men at a bar raise their glasses of beer in a toast, smiling and looking at each other.© Carlton DraughtA black duffel bag overflowing with Australian banknotes sits on a white hexagonal tiled floor, next to a person's feet.© Carlton DraughtA man holds up a glass of Carlton Draught beer, with other men partially visible on either side, in a dimly lit interior setting.© Carlton DraughtA large group of men, some dressed as police officers, run down a dusty street in an urban area, some holding cups.© Carlton DraughtTwo male police officers in uniform run through an alley, one of them crashes into a stack of cardboard boxes, sending white powder flying.© Carlton Draught
    Length: 90 s · Shots: 49 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a unlikely heroes

    Before you present an idea, you need to know who has done it, and how.

    Carlton Draught “Beer Chase” is built on a unlikely heroes. Search the library by idea to see every spot that uses it.

    The Ring “The Legacy Continues”© The RingThe Whitbread Beer Company “Incredible Journey”© The Whitbread Beer CompanyWinamax “Shoot for the moon”© WinamaxDiageo “Cowboys”© Diageo
    The Ring · The Whitbread Beer Company · Winamax · Diageo

More commercials by Steve Ayson

  • Life360 "I Think of You Dying" (2026) commercial still© Life360Life360 “I Think of You Dying” 2026Dir. Steve Ayson · AltoD&AD Yellow Pencil 2026
  • Pringles "The Call of the Mustaches" (2025) commercial still© PringlesPringles “The Call of the Mustaches” 2025Dir. Steve Ayson · FCBEffie Awards Gold 2026
  • Mattress Firm "Junk Sleep" (2022) commercial still© Mattress FirmMattress Firm “Junk Sleep” 2022Dir. Steve Ayson · Droga5Effie Awards Gold 2022
  • Waka Kotahi NZ Transport Agency "Toll Booth" (2022) commercial still© Waka Kotahi NZ Transport AgencyWaka Kotahi NZ Transport Agency “Toll Booth” 2022Dir. Steve Ayson · FCB New ZealandThe One Show Gold 2022
  • Mars Wrigley Confectionery "Exclusive the Rainbow Announcement" (2018) commercial still© Mars Wrigley ConfectioneryMars Wrigley Confectionery “Exclusive the Rainbow Announcement” 2018Dir. Steve Ayson · DDB ChicagoANDY Awards Gold 2018
  • Old Spice "5 Year Plan" (2017) commercial still© Old SpiceOld Spice “5 Year Plan” 2017Dir. Steve Ayson · Wieden+KennedyCannes Lions Gold 2017

More from Clemenger BBDO

  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • BONDS "Talcum Powder" (2016) commercial still© BONDSBONDS “Talcum Powder” 2016Dir. Tony Rogers · Clemenger BBDOLondon International Awards Gold 2016
  • New Zealand Transport Agency "Blazed" (2014) commercial still© New Zealand Transport AgencyNew Zealand Transport Agency “Blazed” 2014Dir. Taika Waititi · Clemenger BBDOCannes Lions Gold 2014
  • Speed "Mistakes" (2014) commercial still© SpeedSpeed “Mistakes” 2014Clemenger BBDOClio Awards Gold 2014
  • Foxtel "Seeing Is Believing" (2013) commercial still© FoxtelFoxtel “Seeing Is Believing” 2013Dir. Ash Bolland · Clemenger BBDOAdFest Gold 2013
  • Milk "Milkman" (1998) commercial still© MilkMilk “Milkman” 1998Dir. Ray Lawrence · Clemenger BBDOCannes Lions Gold 1998

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Carlton Draught “Beer Chase” commercial?

Steve Ayson directed it, produced by MJZ, for the agency Clemenger BBDO.

Which agency made Carlton Draught “Beer Chase”?

Clemenger BBDO created it for Carlton Draught (2012).

What awards did Carlton Draught “Beer Chase” win?

9 awards, including Cannes Lions 2013 Film Gold (Alcoholic Drinks), Clio 2013 Silver — Film / Television/Cinema, AdFest 2013 Gold Lotus Film — Best of Alcoholic Beverages and LIA 2013 Silver — TV/Cinema/Online Film / Beverages - Alcoholic.

What is the tagline of Carlton Draught “Beer Chase”?

“MADE FROM BEER”

Sources for the credits and awards

en.wikipedia.orgThe WorkThe Workaicpawards.comweb.archive.orgclios.comarchive.adfest.comadcgroup.itshootonline.comweb.archive.org