Every beer needs a history.

But Carlton Dry didn’t have one, so we decided to make one up.

An exotic provenance story is often the key ingredient in successful beer advertising.

With this in mind, Carlton Dry’s new brand platform welcomes you to Drylandia - the home of Carlton Dry.

The campaign, Imported from Drylandia, introduces an eccentric, faraway world with flying long horses, mystical portals, roll-neck skivvies, and its number #1 export, Carlton Dry.

It’s a parody of our own world - if it exists here, it exists in Drylandia.

Only it’s a little crazier.

Drylandia invites a new generation of drinkers to an absurd land where we can all have a little fun and be a little silly at the same time.

We open on an old man on a horse, holding his hand out with a bottle of Carlton Dry levitating above it. They’re riding through a fantastic landscape, the VO says “Drink the drink of a distant land.” It's revealed there are ten more people on the horse, a lady in a dress at the back and nine others with identical hairstyles and matching turtlenecks. “It’s a beer” says the lady in a dress, who takes a canapé from a robotic tray protruding out of the horse’s rear. The horse approaches and enters a mystical portal, landing on its jet hooves as the man at the front lines up with the woman at the back. He dismounts, leaving the beer levitating. The beer lands in the hands of the man, who catches it and takes a sip as the VO declares, “Carlton Dry – Imported from Drylandia.”

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