Answer: A hard earned thirst
Carlton & United Brewery is based in Melbourne, and they have run various versions of this advertisement over the decades. Each has the average man toiling away at a number of tasks...
"You can get bowlin'
You can get it rollin'"
All designed so that he could reward himself with an ice cold beer... and that beer needed to be Victoria Bitter (VB).
The campaign began as far back as 1965 but, in its initial days, it wasn't set up to promote VB. Rather, it was to push their brand Bulimba Gold Top within a Brisbane market that was being dominated by XXXX. It worked so well that they were outselling their main competitor within weeks. Seeing the success in Brisbane they turned their attention to the Melbourne market where, while they sold reasonably well their product wasn't well positioned and they saw this commercial as a means to address that...
"You can get it jumpin'
You can get it pumpin'"
After all, even Victorians needed to be rewarded with an ice cold beer.
The campaign to add value to the VB brand in 1967 was then hastened with the imminent introduction into their marketplace of UK based brewer Courage. Their research team discovered that the market for VB - blue collar, honest toil and reward for a hard day's work - was exactly the same as the one for Bulimba. The decision was then easy, use the same commercial, simply change the name. They employed Australian actor John Meillon, best known as Walter Reilly in the film "Crocodile Dundee" (1986), to be the voice and a legend was born.
"You can get it workin' a plough
As a mater of fact, think I've got it now."