Stone and Wood releases ‘Afternoon Delight’ campaign
Stone & Wood is ushering in summer 2025 with Afternoon Delight — a laid-back campaign that celebrates good times, mateship and the brand’s Byron Bay roots through a fresh take on a 1976 classic.
The announcement:
Stone & Wood, makers of good beer, is kicking off Summer 2025 with Afternoon Delight, its biggest campaign yet. The campaign channels beers with mates after a summer beach session, capturing the connection to nature and the laid-back Byron vibe that’s part of the Stone & Wood DNA.
Afternoon Delight puts a fresh spin on the 1976 classic song, performed by New Zealand Māori actor-musician Troy Kingi, surfer-artist Jaleesa Vincent, and drummer Patrick Rogers. The track was recorded earlier this year and gives the old favourite a contemporary, relaxed feel.
“Before Anchorman, and even before the Starland Vocal Band made it a hit, Afternoon Delight was the name of a happy-hour special. Our take is an indie-surf homage: slow down, reconnect, and share simple but meaningful moments over a Stone & Wood,” said Matt Pike, executive creative director of Monster Children.
The campaign also includes a 3-minute music video, filmed in the Stone & Wood heartland of Byron Bay. Conceived and produced by Monster Children Creative and directed by award-winning filmmaker Hamish Bennett (Uproar), the video captures the laidback rhythm of long summer afternoons. We see the trio enjoying life along the coast and contemplating life’s big questions — “What’s the biggest wave you’ve ever surfed?” — capturing the easy-going energy of summer days with friends, the ocean and a cold Stone & Wood.
“All the right elements were there. Great weather. Great song. A great cast, all of whom you’d be keen to have an afternoon beer with. As a director, it was about getting out of the way and letting the moment speak for itself,” said writer and director Hamish Bennett.
The music video also focuses on the satisfying crack of a can — a familiar sound for beer lovers and a signal of good times ahead.
Troy Kingi (Te Arawa, Ngāpuhi, Te Whānau-ā-Apanui) is a multi-award-winning musician and actor, known for his 10|10|10 project and roles in films including Hunt for the Wilderpeople. Jaleesa Vincent, a surfer and creative powerhouse from the Sunshine Coast, adds guitar and vocals, while Patrick Rogers, a drummer for Ruby Fields, Adam Newling and others, keeps the beat.
Lion head of strategy and creative, craft and premium Paul Tansley said, “We’ve had a lot of fun bringing this idea to life. It’s an iconic, feel-good song that captures the relaxed Stone & Wood occasion and just makes you want to get together with friends to catch up over a beer.”
“It was important for Stone & Wood to put our own touch on a classic. We wanted to acknowledge the original song and — of course — pay our respects to Anchorman’s version but make the song and the occasion uniquely Stone & Wood.”
Lion executive general manager – marketing, Glen Brasington said, “The Afternoon Delight campaign is the largest for Stone & Wood to date. We’re looking forward to seeing people’s reactions and the impact it has on the market.”
Source: Scrabble PR
