By Andrew Starke
Victoria Bitter will premiere the first television commercial from its latest marketing campaign entitled ‘Real’ on Sunday night (Sep 5).
Developed with agency Droga5 Sydney, the campaign will feature a number of executions including two television commercials.
‘Cry’ is the first TVC to hit television screens, airing nationally on Sunday evening and 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.
“VB has always been an honest, genuine brand and that’s what Australians love about it,” said VB and Crown group marketing manager Paul Donaldson.
“It’s an authentic beer enjoyed by more Australians than any other brew, outselling its nearest competitor by over 101 million stubbies.”
The new campaign reflects on a superficial society in which it contends men have gone to far down the metrosexual path.
The campaign asks men to take an honest look at themselves and pose the question: “Have I gone too far?”
‘Cry’ – in 90/60/30/15 second executions – features a number of vignettes telling the story of blokes rescuing their mates from superficiality.
Neil Diamond’s song ‘Hello again’ provides the soundtrack to moments of self realisation as the characters, with the help of their mates, finally grasp the extent of their superficial behaviour.
“We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers,” continued Donaldson.
“What we’ve seen over the past decade is a shift away from authenticity. Put simply, in a world where superficiality is ever-increasing, VB stands as the counter-point to this phenomenon.
“To Australian males, being a ‘real bloke’ is still incredibly aspirational and motivational, and this takes VB back to the very core of what the brand is about – an authentic, full flavoured beer for genuine blokes,” he added.