Canadian Club asks ‘Who Made Beer King of the Campsite?’ in new campaign via The Monkeys
In its latest campaign via The Monkeys, part of Accenture Song, Canadian Club is taking the big question to the one place where beer is still boss – the great outdoors.
The campaign aims to subvert beer’s cultural appropriation of the great outdoors and will air on broadcast television, OOH, online and across social.
Says Fabio Buresti, chief strategy officer, The Monkeys: “Few marketers are as ruthlessly consistent in their approach to brand building and effectiveness as CMO Trent Chapman and the team at Beam Suntory, which we saw in our recent work on Suntory’s -196. The next chapter for Canadian Club will show Aussies that even out in the great outdoors, it’s okay to be ‘Over Beer?’.”
Says Scott Dettrick, creative director, The Monkeys: “Exploring beer’s dominance of the great outdoors unveiled a wealth of truths around automated beer behaviour that none of us seem to question.
“‘Who made beer king of the campsite?’ tackles those truths head on and leverages the tension that comes from the limited choice we all have when camping.
“Our hero 30-second spot sets up the idea, and for the first time, we have bespoke 15-second spots that focus on different truths around beer’s dominance in the great outdoors.
“We’re hoping this campaign gets more Aussies to stick a Canadian Club in their chair hole this summer.”
Says Trent Chapman, chief marketing officer Oceania, Beam Suntory: “Getting back to nature is part of our cultural psyche – it’s the place we reconnect, the ultimate leveller. So it’s time we busted Big Beer’s monopoly on the outdoors, inspiring every Aussie to feel at one with themselves, their mates and our great outdoors – beer or no beer.”
VIEW THE FIRST SPOT
VIEW THE SECOND SPOT
VIEW THE THIRD SPOT
VIEW THE FOURTH SPOT
VIEW THE FIFTH SPOT
Client: Beam Suntory
Chief Marketing Officer: Trent Chapman
Group Marketing Manager: Kristy Rathborne
Agency: The Monkeys, part of Accenture Song
Co-Founder & Group CCO: Scott Nowell
Managing Director: Matt Michael
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Senior Copywriter: Jake Ausburn
Senior Art Director: Alex Polgase
Chief Strategy Officer: Fabio Buresti
Business Strategy Director: Ben de Castella
Head of Business Management: Topher Jones
Business Director: Lisa Zimpel
Senior Business Manager: Roshani Mehta
Head of Production: Penny Brown
Producer: Elliot Liebermann
Integrated Production Lead: Sarah Miller
Production Company: MOFA
Director: Nick Kelly
Executive Producer: Llew Griffiths
Producer: Allison Lockwood
DOP: James L Brown ACS
Casting: Ben Parkinson
Photographer: Stuart Miller
Post Production:
Edit House: ARC EDIT
Music & Sound: MassiveMusic
Media: PHD
51 Comments
And I chuckled every at every one. Well done.
Whats the lad in the blue flanny sitting with woman name…he familiar asf
well done monkeys. 5/5
All great insights
Love this work.
It’s the previous spot but outside now?
Oh noooo they have gone and done it again #winners
Wawawawawawawacky. Why do all the Monkeys ads look like a lamb spot from 8 years ago?
Hammy, with a thin slither of cheese, no tomato.
I was thinking the same thing, why not use real film maybe, or like monochromatic, or mixed medium because that’s so hot, or maybe a complete negative effect on the piece.
Why do they stick to lighting and cameras, hamstrung by the visual medium, when it could be an immersive gastronomic experience, like why do a video when you could do an ad that is inhaled through a nasal spray? You know what I mean? (although even nasal sprays are dated as fuck).
Agree with your sideways comment.
But i think @wacky means the style of the shots, the structure, the type of dismantled and stilted bogan comedy. Basic setups with one liner jokes.
Don’t need any of the bullshit copied trend gimmicks you’re talking about but they could try to get a little more cinematic and branch out with the type of setup and narrative constructs they seem to repeat.
Talent, wardrobe and location all from the BCF spot?
Before I watched these I went dear god please make sure they wrote Big Terry into the script. So happy to see the big man.
And I chuckled every at every one. Great job.
Not so good against the rest
I like your old camping stuff better than your new camping stuff
Goddam you Trent… making all our lives harder. But bloody well played.
Snarky comment suggesting the execution was taken from another ad…check
@BCFing Beer…is it so surprising that two brands using outdoor, summer pastimes in Australia might look similar? I’d love to know which talent and locations you think are the same. And what wardrobe would you have them in?
Hmmm I’d have to agree with BCFing Beer https://youtu.be/MZXQ2K6LTtQ
Watch the two ads back to back and you’ll marvel at the similarities. Then check the credits and you’ll notice the same Director.
Nothing was ‘taken’, just repeated.
I made beer king of the campsite. Want to fight? I’d win.
Fresh
Simple
Funny. Yes humour in ads can work still.
Same same but better.
Love hate view of The Monkeys however need to say they keep on putting work out. Congratulations to all involved.
Overbeer just works it’s tits off.
I’m failing to see what you think is fresh or funny about this?
Wanted to like them but the comedy timing with the edit seemed a bit off. Guess the next Lamb ad will feel like its part of the same Club.
Editor not credited? Interesting.
I don’t think a better edit would have saved it though. Apart from a better script it could have done with an interesting structural device to get us through it. Better blocking.
A decent edit could have saved it in parts, not just the script. Rhythm and the timing are off.
Wonder if they were written as 15 ads originally and then the creatives high fived each other and said let us make them 30seconds?
Is way better than this crap drink.
Raise the white flag beer boys (girls, those that don’t identify etc). Scary good work. The CC behemoth rolls on. Eye opening how many people you are choosing the nectars of the Gods when out and about.
Funny
bbq one best thing i have seen. period. rofl lol. give em the lion
I think they have a fun positioning for this product. I do wonder though if it’s ultimately a bit of a dead end. How many ways can the same cat be skinned?
Less dialogue the better. Australians can’t act, so you have to think inside this box. Nicely done!
Just Do It….Think Different….I’m Lovin’ It…Overbeer?
The smart ones, the passionate ones, the creatives ones…they skin the cat
Fab-ilcious is a beautiful human and a guiding light that is blowing Aussie beer apart at the seams (kicked Seltzer in the guts too for good measure).
I take your point. I haven’t seen that yet. I’ve basically seen the same idea executed in two locations: the pub and the campsite. Perhaps there is more different thinking to come…
Love it… insightful and funny. Time to stick something new in the chairhole
Cool more staged portraits of wacky and awkward white person comedy. Groundbreaking.
You have to admire the dogged consistency of the template, but I’m not sure it’s persuasive in marketing terms.
I’d need to see some figures on conversion from the amber fluid to CC amongst beer drinkers.
The only times I’ve deviated from beer in recent times is to occasionally have James Squire’s Ginger Beer.
I never think ‘I don’t feel like a beer, I’ll have a Canadian Club.’
Oh Dear OCD my old friend,
I have seen the brief and numbers. And read the award winning Effie papers.
CC has many more drinkers across all measures than leading RTDs, plus the highest level of cross consumption with beer when comparing all other RTD peer brands.
CC on tap is just shy of five times the size of James Squire’s Ginger Beer my dear chap.
There are many it seems that will occasionally treat themselves to a delectable CC when they don’t feel like a beer.
Best.
The BBQ got me good.
Fuck it, let’s just shoot the pub script but outdoors. maybe ad a line about camping
I’ve liked this campaign from the first to the last iteration. ‘Over beer?’ is a great line. It’s clearly also working. There’s some seriously unintelligent commenters on here. And before you suggest it— I don’t work for the agency or production company involved.
Was shared this on LinkedIn and laughed. Well done. Why all the negativity? Stinks
Seem like agency and client on repeat. I feel like something with have to change pretty soon. My guess…Probably ditching the lazy agency.
then go and check who directed the first BCF campaign and you’ll see it was a different director who established that style
Could be stuck in a rut. But probably making bank. No change it looks on the horizon. You seen the collapse of beer sales and creative right
Awful direction…
It’s isn’t falling far from it.
First time in my career I’ll say the strategy is better than the execution.
It’s such a good platform, time to reimagine the executions.
It’s an excellent strategy. But is it an excellent ad? Like a lot of work it stops at the strategy, which should of course be the start. “Over beer” is good because it’s an almost sacrilegious notion in Oz. The execution brushes against the strength of the idea but does nothing surprising with it. BCF built on a good strategy with something BCeffin funny and memorable (after a rewatch I’m still humming the damned jingle). Also, brand name in the tagline is better copywriting.
Why is it that the best ad’s have the most negative comments?
‘Mike’ drop.
Spot on. Always seems to be the way.
Badge of honour i guess for great work.
Well done Canadian Club team.
The comments here are hilarious. Like a satire on ad people. And so snarky!
It’s just an ad people. It’s not going to save anyone’s life, and it doesn’t matter that much.