A month after its debut on the internet and two weeks into its television run, Carlton Draught's "Big Ad" looks like becoming the most talked about advertisement of the year.
It features a computer-generated army of men wearing what look like habits running towards one another to form a giant glass of beer. It has appeared on thousands of blogs and is popping up on programs across the free-to-air networks.
Since Foster's Australia emailed it to 4000 employees on a Friday afternoon in July, 1.7 million people worldwide have seen it, including 10,000 people in Hungary on one day.
The word-of-mouth momentum it generated - known in adland as "viral marketing" - has exceeded the brewer's expectations and it is now scaling back the commercial's TV air time.
According to ACNielsen's Liquor Index, Carlton Draught is already the fastest-growing brand in volume and value in Australia. Based on those figures, Foster's expects it to overtake its own Victoria Bitter and rival Lion Nathan's Tooheys New by this time next year.
That is disappointing. What do people do, watch the advertisement and think, "Well, that was a good ad, I guess I had better go and get some of that beer!"Bobby said:The ad worked a treat. Sales of carlton draught picked up in the stores i deal with.