This Carlton Draught commercial features an outlandish and cliché 1970s Hollywood car chase – without the cars. Instead the beer-loving bank robbers flee from the group of cops on foot, with their beer constantly in hand.


This advertisement is clearly using the emotional appeal of humor to connect with its audience. This is an effective tactic for this market because although beers can have different attributes – for example there are brown ales, pale ales, stouts, porters, etc. – they are also very close substitutes for one another and still have a high degree of brand parity. By using this humorous commercial, Carlton Draught is able to break through the clutter and stand out in a meaningful way, influencing the liking, preference, and conviction of the brand.


Humor in marketing does not always work however, and therefore it is valuable to consider how Carlton Draught made it a success. First of all, the commercial was very clear in its message: that nothing can separate a man from his Carlton Draught beer. Second of all, it never lost focus on the brand, ensuring that the beer was in every shot and played an important role in the narrative. Finally, the commercial left a deep positive impression; with the advertisement leaving a subtle “don’t drink and drive” message. These features combined with the humor are ultimately what made the commercial such a success. 


Carley Williamson, 06052579, COMM335-2, emotional appeals, humor appeals