Canadian Club has revealed itself as the brand behind the sweaty fairy teaser video that launched last week.
The campaign for the spirits brand is an extension of its ‘Over beer?’ strategy, which mocks Aussie beer drinkers, calling them ‘Beer fairies’.
According to Canadian Club, a beer fairy is ‘a dirty, unappealing creature who embodies all the negative traits associated with beer drinkers’.
The ad, with a voice over by British comedian John Cleese, goes to air tomorrow.
Cleese said in a press release: “When I was approached by Canadian Club to be the voice behind the new advertisement, I jumped at the chance because the adverts were visually hilarious. I have in fact noticed on recent visits to Oz, a growing proportion of Beer Fairies among the male population. These smelly, overweight vulgarians represent the lumpenproletariat of beer drinkers – sad, dysfunctional creatures. It is therefore, in the interests of all decent Australians, to cull them. Let the slaughter commence!”
On Canadian Club’s Facebook page, a promotion asks consumers to ‘join the hunt’ for beer fairies, with $100,000 of prizes available.
Trent Chapman, brand director at Beam Global Australia, said: “We feel the current trend of Australians moving away from beer is only going to continue, and it’s important for Canadian Club to position itself as a refreshing alternative. The Beer Fairies campaign parodies the negative insights that unfortunately the big beer companies face with their brands and we’re confident the new campaign will portray our brand as a brave challenger to beer.”
Brand Director: Trent Chapman
Agency: The Works
Creative Partner: Damian Pincus
Creative Director: Kevin MacNamara
Creative Team: Guy Patrick and Nathan Bilton
Digital Creative: Shelby Lane Brown
Agency producer: Craig Bolles
Director: Steve Saussey – Film Construction
Online video production: Contently
Public Relations: Burson-Marsteller Australia
Media Agency: Unity Communications