Rhyming voiceover returns to Victoria Bitter TV ads following controversial axing 11 years ago

Carlton and United Breweries has revived the rhyming “hard earned thirst” voiceover for new Victoria Bitter ads after an 11-year hiatus.

The rhyming couplets, made famous by Australian actor John Meillon who became the voice of VB, led the TV ads for more than 40 years but were controversially dropped in 2004.

The spots from Clemenger BBDO Melbourne will kick off during the AFL Grand Final tomorrow.

CUB admitted that “not everyone was happy” when the decision was taken to ditch the rhyming voiceover.

“It’s been 11 years since Victoria Bitter last ran the commercials with this style and after listening long and hard to our loyal drinkers it became obvious we had something that was woven into the Australian  consciousness,” CUB brand manager Scott Tindall said.

“We thought the essence of the iconic Victoria Bitter message is just as relevant today as it has always been.”

Many drinkers can still recite the rhyming commercials word-for-word, the company said.

The TV campaign will run nationally and go to air during the NRL and AFL grand finals this weekend.

CUB is one of a number of brands looking to leverage the large TV audiences expected for both finals with William Hill and Cabot’s among several companies buying spots during the games.


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