Victoria Bitter is revamping its classic Australia Day ads in celebration of the all-Australian workforce.
Carlton & United Breweries is celebrating Australia's changing workforce with a new TV push from Clemenger Melbourne.
Marking its 50th anniversary of TV advertising and Australia Day, "New Knock Off Times" celebrates the change in Australia’s workforce that’s taken place over the half century.
These days, there’s no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might be the beginning of their day.
The campaign features real hard working Australians, not actors, in their occupations including the traditional tradespeople, miners, firefighters, right through to a local band’s gig taking their workday through to the early hours of the morning.
It finishes with the iconic tagline. "a hard earned thirst needs a big cold beer and the best cold beer is Victoria Bitter".
CUB head of classic brands Tim Ovadia says: “What we love about these ads are they have all the best bits of iconic VB advertising but with a modern insight that acknowledges the changing nature of the knock off occasion. Most importantly they make you want to grab an ice cold VB and remind us how much we love beer.”
Clemenger BBDO Melbourne’s senior creatives Russell Fox and Jonty Bell add: “This iconic Australian brand doesn’t need reinventing. Instead, we’re incrementally giving it a modern feel while staying true to its historic tone.”
