Carlton & United Breweries has launched an ode to Australia’s favourite place – the pub – in an extension and further activation of its ‘Love Of Your Local’ campaign giving publicans a hand.
The long-format music video and song (below), approaching three minutes, is set to the well-loved tune of Can’t Fight this Feeling by REO Speedwagon, explaining in brutal detail why ‘We Miss The Pub’.
The hapless home-bound pianist laments the emotional toll of 60 days without his local, aperitifs forced on him by the wife, and the quantify of time spent getting to know the kids.
Between the lines CUB sings a show of support for the purveyors of pints, including in the message a cue for people to patronise its ‘For the Love of Your Local’ program.
The initiative encourages beer-lovers to buy a pint and nominate the pub that gets the money. When they go in to retrieve it CUB will match it with another, free of charge.
Bolstering the booze giveaway as hotels come back online, the We Miss The Pub campaign was created by the Carlton Draught brand team alongside CUB’s internal agency CUBHouse, with words and concept by Clemenger BBDO in Melbourne.