Carlton Draught: Big Ad

The "Big Ad" is a television advertisement for Carlton Draught pale lager. It was created by George Patterson and Partners (Young & Rubicam) of Melbourne, Australia. The agency used viral marketing techniques to promote the advertisement before it was broadcast on television. The ad premiered on Australian television on 7 August 2005.

Two choirs, one clad in maroon choir uniforms and the other in yellow choir uniforms, charge each other while singing new lyrics to the classic melody of "O Fortuna" from Carl Orff's Carmina Burana. Viewed from the air, one choir forms the shape of Carlton Draught beer glass and the other forms the shape of a human body with choir singers in white, blue & black to form the figure's eyes & teeth with additional choir singers in white to form the beer's head. The figure of the glass is then lifted to the mouth of the human figure and the audience sees the "beer"—rushing, ecstatically leaping, yellow-clad choir singers—flowing into the stomach of the large body. The view then zooms into the crowd of choir singers (now all raising their Carlton Draught beer) to focus on one man's glass. A caption then appears below it saying, "Made from Beer", and the commercial fades out.

The lyrics to the ad are as follows:

It's a big ad. Very big ad. It's a big ad we're in. It's a big ad. My God it's big! Can't believe how big it is! It's a big ad! For Carlton Draught! It's just so freaking HUGE! It's a big ad! Expensive ad! This ad better sell some bloo-oo-oo-oody beer!

Big Ad parodies the visual style of battle sequences in such films as Peter Jackson's Lord of the Rings trilogy with sweeping, larger-than-life panoramas of rugged mountain terrain. It is also reminiscent of the grandiose commercials pioneered by the likes of Qantas and British Airways.

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