‘I don’t like beer anymore’, The Monkeys releases first work for Canadian Club

The Monkeys has released its first work for Canadian Club since being appointed in May, in a new ‘The Big Question’ campaign.

The 45 second spot opens with a man sitting at a bar as he whispers to his mate “I don’t like beer anymore”.

As the whole bar freezes the man explains he only drinks beer because “big Terry drinks it” while big Terry responds “I never said I liked it”.

Switching scenes to another bar, a football player says “I thought beer was compulsory”.

The final scenes show a man sitting at the beach explaining he only drinks it because his dad drinks it, as the ad flashes back through the generations.

The ad positions Canadian Club as an alternative beer.

Scott Dettrick, creative director of The Monkeys, said in a statement: “The challenge was to take on beer in Australia. We drink it, our dads drink it, and their dads drank it, too. It’s in our cultural DNA. However, Australia is changing and our drink choices are too.

“The campaign shows that beer isn’t everything that it’s cracked up to be; it has been bloating our bellies and making our breath bad for far too long.”

Credits:

• Client: Beam Suntory
• Marketing Director: Trent Chapman
• Marketing Manager: Tiffany Madsen
• Brand Manager: Kristy Rathborne
• Assistant Brand Manager: Michaela Lloyd Jones
• Creative Agency: The Monkeys
• Founder/CCO: Scott Nowell
• Creative Director: Scott Dettrick
• Senior Copywriter: Andrew Fraser
• Managing Director: Matt Michael
• Group Content Director: Humphrey Taylor
• Content Director: Sam Wallace
• Content Manager: Bec Barnier
• Head of Production: Thea Carone
• Senior Producer: Jade Rodriguez
• Head of Planning: Michael Hogg
• Strategic Planner: Laura McRae
• Production Company: The Sweet Shop
• Director: Nick Kelly
• Executive Producer: Edward Pontifex & Loren Bradley
• DOP: Stefan Duscio
• Producer: Alice Grant
• Managing Director: Wilf Sweetland
• Post Production: The Editors