Steven Seagal Appears in Carlton Dry Campaign Based on Real-Life Stories
Jordan Sowunmi — April 29, 2011 — Marketing
References: carltondry.au & theinspirationroom
Late last year, Australian beer company Carlton Dry announced an interesting and interactive contest seeking the funniest real-life stories from their consumers, with the winner getting his/her story filmed as a four-minute mini-epic. If having one of your funny stories immortalized on screen isn't exciting enough, the winner also gets the honor of having Steven Seagal play them in the story. Seagal, initially best known for his martial arts-based, action-adventure films of the 90's and early 2000's, has taken a turn toward law enforcement in recent years, starring in a reality show that follows him as he serves as a reserve deputy sheriff in Jefferson Parish, Louisiana, Steven Seagal: Lawman.
The Carlton Dry commercial tells the tale of Steve, who promises an attractive friend that he can provide meat for a barbecue of 20 because his dad is a butcher. The problem is, his dad is actually a bus driver and he only made the offer in an effort to impress the girl hosting the party. The rest of the commercial features Steve's quest to redress the situation, and features a hilariously deadpan Seagal communicating with sheep and doing what he does best -- fighting injustice.
The Carlton Dry commercial tells the tale of Steve, who promises an attractive friend that he can provide meat for a barbecue of 20 because his dad is a butcher. The problem is, his dad is actually a bus driver and he only made the offer in an effort to impress the girl hosting the party. The rest of the commercial features Steve's quest to redress the situation, and features a hilariously deadpan Seagal communicating with sheep and doing what he does best -- fighting injustice.
Trend Themes
1. Interactive Contest Campaigns - Opportunity for brands to engage with consumers by collecting and showcasing their real-life stories in creative ways.
2. Celebrity Endorsements - Potential for brands to partner with well-known personalities to add credibility and excitement to their advertising campaigns.
3. Humorous Storytelling - Demand for entertaining and funny narratives in marketing campaigns to captivate audiences and create memorable experiences.
Industry Implications
1. Beer Industry - Beer companies can leverage interactive contests and celebrity endorsements to differentiate their brand and engage with consumers in a competitive market.
2. Entertainment Industry - Opportunities for entertainment companies to collaborate with brands and create engaging content that incorporates humor and celebrity appearances.
3. Advertising Industry - Growing demand for innovative storytelling techniques in advertising presents a chance for agencies to develop humorous and interactive campaigns for their clients.
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