Victoria Bitter Radio THEME MUSIC 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 has the greatest damn theme music ever written. Have a listen to that… gives me goosebumps every time I hear it… and this bit coming up right…(high bit) there…I love that bit… just makes me want to crack open a big cold beer right now… and the best cold beer is…(hums final sting .. daa daa daa dadadadunt….) Vic. Victoria Bitter. I love it!

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.