Carlton's Beer Man breaks all the rules

Driving a car, having a swim, operating heavy machinery; there are a handful of things we shouldn't do after (or whilst) having a little tipple.

However, for the happy fella at the heart of this new campaign for Carlton Zero, all of those things are ripe for the indulging, no matter how impractical.

Starring 'Beer Man', an actor who has been in just about more classic Australian beer ads than anyone else, Rewrite The Rules is a hilarious montage of silliness, kept perfectly in line by Clemenger BBDO Melbourne's tight script and Matt Devine's comedic chops.

“For many years this particular actor has graced our screens—drinking beer after beer," comments Executive Creative Director Jim Curtis, "So, it was a real honour to help him finally live out his dreams and indulge in activities such as swimming, building and driving. At one point he even drank more than one Carlton Zero at the same time.”