‘It’s the most wonderful time for a beer’: Carlton Dry bemoans the drama of Christmas in reinvented carol
Carlton and United Breweries’ Carlton Dry has launched a revamped version of the Christmas carol, ‘It’s the most wonderful time of the year’, titled ‘It’s the most wonderful time for a beer’.
The new version of the song recounts all of the shenanigans encountered at Christmas, from workplace hookups and carpark traffic jams, to family fights over politics, and explains why that makes it the perfect time for a beer.
The music video has a male crooner sitting in an idyllic Christmas setting singing the carol, whilst members of the crew sneak into frame to adjust pieces of the set, such as a falling Christmas tree, a burnt-out candle, and extinguishing a wreath that’s caught fire.
Available on Australian Spotify, the song’s ambitious aim is to knock Mariah Carey’s ‘All I want for Christmas is you’ off of the number one position on the streaming chart in the week leading up to Christmas.
According to CUB, that objective was inspired by a Huawei UK poll which named Carey’s track as the ‘Most annoying Christmas song’. It is also backed by a 2016 Relationships Australia study which found that Christmas is considered one of the most stressful life events a person can experience.
Carlton Dry’s associate director, Hayden Turner, said the song reached out to the Aussies who aren’t ‘terribly stoked’ about Christmas.
“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. 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,” Turner said.
The song was created by Special Group and will only be available to stream on Spotify.
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
Nice idea.
But sorry, he looks bored singing the song.
Whats more it takes him a minute to open the bottle then he puts it straight back down. A minute later he goes to take a sip, but it looks like as soon as it hits his lips he puts it back down again.
Some subliminal unwanted brand attributes?
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This brand never fails to confuse me… from music festivals to State of Origin, from Underthinking stuff to over-thought contrived Christmas carols. Who are you?
Pick a heartland and stick to it.
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Idea has legs but nothing happens in the video. Nobody is going to watch this for more than 20 seconds
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Hmmm, regardless of the film craft or the product, My brother in law is going to love this. He’ll probably make me drink Carlton Dry on Christmas day.
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Where,s the aussie warblers then.
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From the same 2016 Relationships Australia study:
“When asked about the effects of increased consumption of alcohol on their family relationships at Christmas, 20 per cent of women and 13 per cent of men reported that their family relationships were highly negatively affected.”
Probably not the best study to back your campaign.
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Well spotted!
That will teach them for trying to over-intellectualise a bloke singing about beer.
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As the report said this song was made for the people who are over with Xmas so I dig it. The first time I heard it I thought oh no not another beautiful Xmas song but as the lyrics played on it brought me relief to hear something so true it’s funny, I’m 52 years old and I am over the Xmas hype, let’s face it everyone is relieved when it’s over so yeah it’s the perfect time for a beer!?
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