Why do Aussies drink beer when they don’t really feel like one, particularly in social settings? Because they’ve been told that beer and a chat is Aussie. Droga5 Sydney is calling BS on saying yes to always wanting a beer.

The new work by Droga5 Sydney for Canadian Club is the latest evolution of its longstanding Over Beer? platform, reinforcing the brand as a refreshing alternative to beer. To do that the new platform uses a visual premise – saying yes to a beer you don’t want makes you a liar, liar pants on fire.

That premise is underlined in the creative by the infectious track, Liar Liar (Pants on Fire) by The Castaways, showing everyday social moments such as after-work drinks, family catch-ups and outdoor summer sessions, where individuals feel subtle pressure to conform to beer-drinking norms.

The films, a hero commercial and 15-second social spots, combine live action with animation to bring to life a modern interpretation of the classic taunt in a visually playful way. It’s not an elegant solution, but it may well trigger thinking. The 15-second cutdown includes a dedicated execution promoting Canadian Club Lemon Crush. All were directed by Sweetshop director, Damian Shatford.

Johnny Morgan, senior marketing director, Suntory Global Spirits, stated, “Over Beer? has always been about understanding the little truths of Australian drinking culture. This year, we wanted to take that further – highlighting a consumer truth everyone recognises and turning it into something funny, bold and memorable. 

“In a competitive category, it connects with real drinking moments in an authentic, culturally relevant way while driving attention and engagement for the brand. We’re proud of how the team has brought the insight to life in a way that feels fresh, surprising and unmistakably Canadian Club.”

Barbara Humphries, chief creative officer of Droga5 ANZ, added, “It’s been fun to challenge the beer muscle-memory we have in so many social situations, using a classic track by The Castaways and Damien’s clever treatment to expose those familiar lies. These spots evolve Over Beer? into a more playful territory for Canadian Club, so the refreshment of the drink really lands.”

Credits:
Client: Suntory Global Spirits
Senior Marketing Director: Johnny Morgan
Group Marketing Manager: Kristy Rathborne
Senior Brand Manager: Maryke Van Tiel & Michaela McClellan
Brand Manager: Elle Laws
Assistant Brand Manager: Sydney Fraser
Marketing Assistant: Stephanie Pan

Creative Agency: Droga5 Sydney, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries
Chief Creative Officer, Droga5 London: Tara Ford
Creative Directors: Max Rapley & Danny Pattison
Senior Creatives: Cody Naetzker & Zenon Predecki
Head of Strategy: Ben De Castella
Chief Client Officer: Belinda Drew
Business Director: Harrison Stone
Business Manager: Matthew Stafford
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Senior Producer: Simone O’Connor

Production Company: Sweetshop 
Director: Damien Shatford
Editor: Lucas Bayne @ ARC 
Finish: Alt VFX & BUCK animation
Audio Production & Music Supervision: Sonar Music
Sound Designer: Tim Bridge 
Media Agency: PHD
Communications Agency: Liquid Ideas