Victoria Bitter Radio BOTTOM SHELF by GPY&R Melbourne

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Industry Beers and Ciders
Media Radio
Market Australia
Agency GPY&R Melbourne
Creative Director James Mcgrath
Released March 2004

Credits & Description

Creative Director: James McGrath
Scriptwriter: Josh Stephens/Ben Coulson
Agency Producer: Julie Rutherford
Sound Engineer: Steve Williams

Script in English

SFX: Traditional Victoria Bitter Anthem

VO: A hard earned thirst needs a big cold beer, and the best cold beer comes from a very, very special place. They call it the bottom shelf in the fridge. Just above the vegetable crisper, just below the assorted condiments. A big cold beer doesn’t belong next to the milk inside the door, that’s for eggs. There’s no better feeling than ripping open a fresh carton and slotting four six packs on their sides perfectly into that bottom shelf. Cold air falls my friends, and celery just doesn’t deserve the privilege. Reserve the bottom shelf for a big cold beer, and the best cold beer is Vic. Victoria Bitter.

SFX: VB music rises up for the final sting.
Brief Explanation

Victoria Bitter is an Australian icon. The ‘For a hard earned thirst’ line, and the theme music, was originally created in 1968 and voiced by the late John Meillon. It was aimed at blue-collar workers, "real Aussie blokes" and portrayed sweaty, masculine men in need of a cold beer.
The new campaign is making a joke of the Victoria Bitter campaigns of the past and transforming it to fit with a more modern world. The theme music and style are immediately recognisable to all Australians and the humour arises from the clever re-working of an old but very successful idea.