VB gets ‘Real’ in new campaign via Droga5

This Sunday night Australia’s most popular beer, VB, will premiere the first television commercial from its latest marketing campaign entitled ‘Real’, via agency Droga5 Sydney.

The campaign will feature a number of executions including two television commercials.

‘Cry’, directed by Revolver’s Steve Rogers, is the first TVC to hit television screens, airing nationally on Sunday evening. This will be accompanied by outdoor, print and digital advertising across the country. The second TVC, ‘Slide’, will follow later in the year, launching during the cricket.

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The new campaign was developed from insights pointing to anincreasingly superficial society, and asks men to take an honest lookat themselves and pose the question, have I gone too far? Fromphoto-shopping Facebook profile photos to skinny jeans and plasticsurgery, the campaign showcases that, while superficiality will alwaysexist, men have a real desire to be authentic.

‘Cry’ (90/60/30/15 second executions) features a number ofvignettes telling the story of blokes rescuing their mates fromsuperficiality. Neil Diamond’s song ‘Hello again’ provides thesoundtrack to moments of self-realisation as the characters, with thehelp of their mates, finally grasp the extent of their superficialbehaviour.

“Few brands can lay claim to such authentic credentials as VB,”said Duncan Marshall, executive creative director at Droga5, Sydney. “So whobetter to be leading the cultural charge back to reality thanAustralia’s favourite beer? It’s refreshing to work on an iconic brandthat’s been around for so long, yet is still a pioneer in its thinking.”

Agency: Droga5 Sydney

Assistant Brand Manager: Ashley Barton