‘Hard-earned’: Nation’s most iconic beer Victoria Bitter lands huge honour

An iconic 1960s Victoria Bitter campaign featuring a rousing voiceover by actor John Meillon has been immortalised as one of the best Aussie soundtracks to ever exist.

An iconic 1968 Victoria Bitter advertisement featuring a rousing voiceover by actor John Meillon has been added to the National Film and Sound Archive.

The beloved campaign — with the classic lines, “You can get it riding, you can get it sliding you can feel it coming on about 4 … A hard-earned thirst needs a big cold beer, and the best cold beer is Vic” — was one of 10 works added to the NFSA Sounds Of Australia capsule for 2024.

The black and white 1968 advertisement by VB has been lamented in the National Film and Sound Archive. Picture: VB

The ad was among several iconic Aussie soundtracks to be added to the National Film and Sound Archive. Picture: VB

The NFSA said the 1968 Victoria Bitter campaign is “perhaps Australia’s most iconic beer advertisement,” adding: “With his rich baritone and honest and passionate delivery, the Meillon voice was integral to (its) success.”

The same voiceover by actor John Meillon carried through to VB campaigns in years that followed. Picture: VB

Melbourne singer Tina Arena’s 1994 power ballad, Chains, the Doctor Who theme music, and the last call of a now-extinct bird, the Christmas Island Pipistrelle, were also added to the NFSA capsule.

Arena said she was honoured to have her music preserved as part of “our nation’s musical history.”

Tina Arena’s 8994 power ballad, Chains, have been added to the 2024 capsule. Picture: Aaron Francis

She added: “To see it recognised as part of Australia’s cultural legacy is an honour beyond words. This song has resonated with so many people over the years, and I’m incredibly proud of the journey it’s taken me on.

“Chains represents such a pivotal moment in my career and my life.”

Meagan Loader, the NFSA’s Chief Curator, said: “It’s very meaningful to be able to preserve this diversity of content so that future generations will be able to understand and appreciate the sounds and their stories that resonated with Australians in 2024.”