Description
This Carlton Draught ad is playing the humor game so well you can almost hear the writer laughing as they typed it.
It starts normal enough, “Best served fresh. In a glass. In a pub.”
Then the line drifts into “by a cheerleader,” and suddenly you realize…
Yeah, they’re messing with you.
It’s self-aware, cheeky, and proudly unserious.
Exactly the tone beer drinkers love: fun without trying too hard.
The final line, “We should stop now,” is the punchline that makes the whole ad feel like a joke told by a mate across a bar stool.
How It Works
This ad wins by making the copy itself the entertainment.
There’s no lifestyle fantasy, no deep emotional payoff, just humor that builds, then pulls back at the perfect moment.
The oversized, frosty beer glass sitting right under the text seals the deal.
You don’t need poetry when the drink looks this cold.
It uses contrast, serious beer imagery + playful writing, to create a vibe that feels effortless, human, and memorable.
It’s basically saying:
“You drink beer to have fun. So here’s an ad that has fun too.”
How You Can Reuse This Strategy
This formula thrives on one thing: self-aware humor.
If your product sits in a casual, social, or playful category, you can steal this approach easily. Start with something normal.
Push it one step too far. Then acknowledge it out loud.
It makes the brand feel like a friend who gets the joke, not a corporation lecturing you.
And when done right, the audience doesn’t just remember the ad…
They remember the laugh that came with it.
