Carlton United Brewery's Victoria Bitter has called on Australians to help recreate its iconic 1968 'a hard-earned thirst needs a big cold beer' ad.
The ad, which will celebrate its 50th birthday, urges Australians to submit their own interpretation of the classic VB ad and song.
The best renditions will then be put together to create a new ad that will feature everyday Australians.
Clemenger BBDO Melbourne is VB's creative agency of record.
Hugh Jellie, senior marketing and sponsorship manager at VB, said in a statement: "This is the ad that made VB the Australian icon it is today. But after half a century of the tune done our way, it's time to hear VB drinkers doing it their way.
"Whether it's whistling on one of our amazing beaches, tapping your finger on the kitchen counter or singing to your partner in front of the Opera House, we want to see it and feature it in our new ad."