This amusing ad announces Canadian Club's launch of their pre-mixed cocktail range Down Under. If that sounds like a strange proposition in a country known for its beer drinking then keep watching, this may surprise you...
A series of blokes come to the shocking realisation that they actually don't like beer, one even mournfully hanging his head as he explains that he 'thought it was compulsory'. Generations of beer drinkers see the light when Canada Club & Dry slides down the bar as an tastier alternative.
Aside from the excellent performances and sharp script here, it's a shrewd move to emphasise beer drinking as a social activity which needs refreshing. With the craft beer market growing exponentially, consumers have shown a willingness to branch out from whatever's on tap... perhaps even to pre-mixed whiskey and ginger.
Everything is skilfully balanced in this film, from the clever soundtrack and comic timing to the self-conscious silence at the sound of a bottle opening. Director Nick Kelly has got things right on the mark here - lovely, affectionate work.