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Here you have the latest Australian piss-take on the age-old "Man Up" strategy for selling beer; previously, Victoria Bitter and Barons employed it by slamming that pathetically easy target, the Metrosexual.
Now Carlton is out with a more misogynistic take on the strategy. You have a choice, married males: go home, and lose some more of your manly identity, or stay out and get more shtfaced with your mates. Well, when you put it like that! And what a nice secondary message the campaign is sending over the shoulder of married men to single men—keep drinking and don't EVER enter this world of hell. Nice photo shoots, though. Ad agency: Clemenger BBDO, Melbourne.