The latest campaign for Carlton Dry, ‘Dry Dreams’, features an attempt at breaking the land speed record for rubber chicken racing, showjumping on an elephant and skeet shooting with a real tank (complete with live ammunition). Ant Keogh, Creative Director, Clemenger BBDO Melbourne, explains that this campaign is a kind of evolution of last year’s Team Dry work – the work that set the standard for the fine art of doing nothing. “It’s about those ideas you have with your mates at two o’clock in the morning; dreams that inspire you but rarely ever see the light of day - many times for good reason. We thought to ourselves, ‘What if Carlton Dry could help people make them real?’” Keogh said. The campaign asks blokes, “Have you ever had a Dry Dream?” and challenges them to send in their most hare-brained ideas for the chance at having Carlton Dry help make them a reality. For the TVCs, the world’s first Rubber Chicken Rocket Car was built in an attempt to break the land speed record (for a rubber chicken). The Guinness Book of Records is currently reviewing this as a new category. A decommissioned Argentinean tank was brought back to life for Skeet Shooting in a Tank – which uses clay discs as big as truck tires. And the pomp and pageantry of elite equestrian competition is transformed into an extreme sport with Elephant Showjumping. Vincent Ruiu, Group Marketing Manager Carlton Brands, says the brand’s phenomenal sales growth is a direct result of Carlton’s respect for their drinkers’ right to do nothing. “For the average 20 year old, life’s about now, not tomorrow, not next week – it’s all about now. We’re tapping into the fun they’re trying to find on a daily, and sometimes hourly, basis,” said Ruiu.