Carlton and United Breweries: Embrace the Mid

Dec 2024

Carlton and United Breweries explores a lighthearted take on the classic pub setting in this commercial spot, Embrace the Mid. The film centers on a series of humorous interactions between patrons, who are distinctly styled in cropped shirts as they gather around the bar and pool table. The production leans into a polished, live-action technique, utilizing warm indoor lighting to define the traditional wood-paneled interior. The narrative-driven commercial approach is supported by naturalistic colour grading throughout the sequence. Creative development was led by agency Clemenger BBDO, with production managed by MADE THIS. Post-production and VFX were shared between MADE THIS and Crayon, while Squeak E. Clean Studios handled music and sound design. Media strategy for the campaign was provided by PHD.

Humorous, Horizontal, Commercial, Polished

Bar

TVC / TV Commercial