VB gets ‘Real’ in new campaign via Droga5

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Cry_Fancy drinks-web.jpgThis 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.

Cry_Mirror-web.jpgThe 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

Creative Chairman: David Nobay

Executive Creative Director: Duncan Marshall

Creative Directors: Cam Blackley and Matty Burton

Creative Team: Cam Blackley and Matty Burton

Creatives (other campaign elements): Guybrush Taylor, Chris Berents, Andy Ferguson, Marcus Johnston, Omid Amidi, Paz Molina.

Senior TV Producer: Paul Johnston

Business Director: Jamie Clift

Account Director: Esther Knox

Account Manager: Lucy McBurney

Planning Director: Sudeep Gohil

Senior Planner: Chris D’Sylva

Director: Steve Rogers

Executive Producer: Michael Ritchie

Production Company: Revolver

DoP/Cinematographer: Russell Boyd

Editor: Jack Hutchings at The Butchery

Music Production Company: Nylon

Sound Designer: Simon Lister & Tone Aston

Casting: Peta Einberg

Client: Carlton and United Breweries

Marketing Director: Peter Sinclair

Group Marketing Manager: Paul Donaldson

Senior Brand Manager: Craig Maclean

Trade Marketing Manager: Michael Ismailoglu

Assistant Brand Manager: Ashley Barton