Carlton Draught’s Big Ad is seventeen years old. Watch it again. I bet it will awe you. I bet you will also say, I Wish I’d Done That. Here’s what Tim Brown, executive creative director at Enigma has to say about that.

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!

I think it’s safe to say that everyone wishes they’d done this incredible piece of work created by two legends of the business, Ant Keogh and Grant Rutherford, while at George Patts in 2005.

It’s of course a parody of big budget, over-the-top commercials like the British Airways Face ad and epic films like Lord of The Rings. And I love everything about it. 

Paul Middleditch’s direction, the art direction, production design, costumes, editing, casting and the epic operatic music – O Fortuna from Carmina Burana.

The writing and attention to detail are phenomenal. The blokes getting caught in the fence is a genius touch.

I remember the day it dropped online and watching it spread like wildfire first through the office, then the industry, then family and friends, the Aussie media, then the world because it was soooo bloody good. 

Yes I wish I’d done it. In fact, I wish I’d done half of what Grant and Ant have done.

Without doubt one of the best creative teams Australia has ever seen.