Canadian Club leverages Summer beer drinking in ‘Who Made Beer the Boss of Summer?’ ad

Beam Suntory’s Canadian Club is targeting unhappy summer beer drinkers in its ‘Who Made Beer the Boss of Summer?’ campaign, building on its original ‘The Big Question’ campaign.

The Monkeys created the ad to position Canadian Club whiskey and dry as an alternative to beer, strengthening the brand’s ‘over beer’ strategy.

After winning the creative account in May last year, The Monkeys first launched The Big Question campaign in September last year, featuring a man sitting at a bar as he whispers to his mate: “I don’t like beer anymore”.

The new ‘Who Made Beer the Boss of Summer?’ ad opens with a man admitting he doesn’t like beer anymore but he just drinks it because “it’s summer”.

The 45 second ad then continues to question what “summer beer” really is with one man asking “who made beer the boss of summer?”

Vince Lagana, ECD at The Monkeys, said in a statement: “We wanted to build on the success of the last campaign and turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best.”

Trent Chapman, Beam Suntory’s marketing director, added: “Canadian Club and dry’s success shows there is something in challenging the conventional wisdom of beer. This insight rings true all the way to Canada where The Big Question creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club and dry to Canadians.”


  • Client: Beam Suntory
    Brand: Canadian Club & Dry
    Marketing Director ANZ: Trent Chapman
    Group Marketing Manager: Stephanie Jericevich
    Brand Manager: Michaela Lloyd-Jones
    Creative Agency: The Monkeys
    Co-founder & Group Chief Creative Officer: Scott Nowell
    Co-founder & Group CEO: Mark Green
    Partner & Strategy Director: Fabio Buresti
    Managing Director: Matthew Michael
    Executive Creative Director: Vince Lagana
    Creative Director: Scott Dettrick
    Senior Copywriter: Tim Pashen
    Senior Art Director: Scott Zuliani
    Head of Production: Thea Carone
    Senior Producer: Penny Brown
    Producer: Katie Bassett
    Strategic Planner: Henry Bilson
    Group Content Director: Ciaran Miller-Stubbs
    Content Director: Ola Moszumanska
    Senior Content Manager: Bec Barnier
    Content Executive: Tash Strachan
    Production Company: The Sweet Shop
    Director: Nick Kelly
    Producer: Allison Lockwood
    Executive Producer: Loren Bradley
    Managing Director: Edward Pontifex
    DOP: Geoffrey Simpson
    Post Production: The Editors
    Editor: Stuart Morley
    Colourist: Andy Clarkson
    Post Producer: Olivia Reddy

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