Australian beer brand Carlton Dry has created a catch-cry Christmas song in the lead up to the festive season with creative agency Special Group.
A tongue-in-cheek cover of the Christmas classic, The Most Wonderful Time For A Beer, has been described as "buoyant yet ballsy".
The track, performed by the Carlton Dry Christmas Orchestra, bemoans workplace hookups, car park traffic jams and of course fights in the kitchen about politics and religion.
Created for those who “know things are dire when they’re playing Mariah”, Carlton Dry plans to take on Mariah Carey's Christmas classic All I Want For Christmas Is You.
The beer brand's prime objective is to knock Mariah off the number one position on the Australian Spotify streaming charts in the week approaching Christmas.
The rewritten lyrics shout out all complicated things that come at Christmas time, and are performed by Australian crooner Gregg Arthur.
The song was arranged and produced by Rumble Studios with a live big band recorded at 301 Studios.
The song is available to play over your Christmas lunch or unwrapping of presents via Spotify, YouTube, and will also air in innovative full-length radio placements.
Supporting the song is a very festive karaoke-style video produced by Photoplay and directed by Scott Otto Anderson.
There’s even specially made slabs of Carlton Dry that sing the full song when opened, using the same technology as musical birthday cards - as well as a run of limited edition vinyl records distributed to influencers and media personalities.
Social content to tie into the campaign has been produced by Carlton United Breweries’ in-house agency, Cubhouse.
Much has been made of the success of Mariah Carey's song, but fondness for the track is not shared by all.
The bubbly refrains of the iconic pop tune are often in direct contrast to the realities of Christmas chaos, and a recent UK poll even named the track the Most Annoying Christmas Song.
Another suggested that Christmas is one of the six most stressful life events one can endure.
“We know there are plenty of Aussies out there who aren’t terribly stoked about Christmas and are getting a touch over listening to the same songs about a ‘perfect’ Christmas every year," Carlton Dry associate director Hayden Turner.
"This song is for them. And in the spirit of some healthy Christmas competition, we’ve made it our only Christmas wish to dismantle Queen Mariah’s throne, even just for one day.”
The Most Wonderful Time For A Beer is available to stream on Spotify.
Created by Special Group, who was added to the CUB creative agency roster last year, the campaign will run from November 26.
Credits
Creative Agency: Special Group Australia
CEO, Partner: Lindsey Evans
Managing Director, Partner: Cade Heyde
Executive Creative Directors, Partners: Tom Martin, Julian Schreiber
Creative Directors: Jade Manning, Vincent Osmond
Senior Creatives: Alastair Flack, Mark Starmarch
Team Lead: Tori Lopez
Business Manager: Laura Little
Executive Producer: Paul Johnston
Producer: Emily Willis
CUB Vice President of Marketing: Brian Phan
Carlton Dry Associate Director: Hayden Turner
Carlton Dry Brand Manager: Deanna Christian
Production Company: Photoplay
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrence
Director of Photography: Simon Ozolins
Editor: Mark Bennett
Post Production: White Chocolate
Music and Sound House: Rumble Studios
Executive Producer: Michael Gie
Music Supervisor: Sharika Toth
Lead Composer: Johnny Green
Sound Engineer: Liam Annert
Photographer: Milos Mlynarik
Media agency: PHD
PR agency: Deathproof
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.