Paul Hogan and Foster’s had set the way for stereotypical Aussie lager ads in the 1980s – and Castlemaine took up the can and ran with it via its “Australians wouldn’t give a Castlemaine XXXX (pronounced “four-x”) for anything else” campaign.
In one of the best television adverts of the campaign, Saatchi and Saatchi went to Broken Hill in the desert of New South Wales to film a party of sheepshearers about to get on the road and head for a party.
The macho shearers are seen loading their dilapidated pickup with slab after slab of Castlemaine XXXX lager.
Suddenly, it occurs to them to take ‘something for the ladies’. One of the men picks up two bottles of sweet sherry and puts them in the back of the pickup – at which point the vehicle lets out a loud groan, and the suspension collapses onto its back wheels.
“Looks like we’ve overdone it on the sherry,” says one of his colleagues without the slightest hint of irony.