Carlton Draught Bid Ad

The Carlton Draught Big Ad is an award-winning advertisement for Carlton Draught created by George Patterson and Partners (Young & Rubicam) of Melbourne, which used viral marketing techniques before being released on television. It premiered on Australian television on 7 August 2005.

In the advertisement, two armies, one dressed in maroon, the other in yellow, march toward one another singing "O Fortuna" from Carmina Burana by Carl Orff, but replaced with lyrics such as "It’s a big ad/...expensive ad/This ad better sell some bloody beer". A heroic figure on horseback leads the charge. Viewed from the air, we see the armies form a glass of Carlton Draught and a human body. The glass is then lifted to the mouth, and the audience sees the beer (the rushing, ecstatically leaping yellow-clad men) flowing into the stomach of the figure.