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This TV campaign for Carlton Draught, came out of the brand theme: that Carlton Draught is a good, honest, real beer, say Ant Keogh and Grant Rutherford from George Patterson Partners agency. "We already had the line, 'made from beer' which we felt was a good way of expressing that," Keogh says. "So, we were sitting around thinking about notions of 'true' and 'real' which led us to think about the opposite: stereotypes of men which only really seem to exist on TV, not in the real world. Basically, we just started making fun of stuff we thought was a load of old nonsense. We started writing one of those overblown voiceovers that you hear in certain types of ads for men's products. We got to the bit about, 'A man needs to win, to get on top and stay there, and you can't do that without ...' and we then started thinking about the ultimate male business accessory; something even more impressive than a Palm Pilot, a canoe!"