VB gets 'Real' with the help of Neil Diamond in a new Australian beer campaign via Droga5 Sydney
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 an
increasingly superficial society, and asks men to take an honest look
at themselves and pose the question, have I gone too far? From
photo-shopping Facebook profile photos to skinny jeans and plastic
surgery, the campaign showcases that, while superficiality will always
exist, men have a real desire to be authentic.'Cry' (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.
"Few brands can lay claim to such authentic credentials as VB," said Duncan Marshall, executive creative director at Droga5, Sydney. "So who better to be leading the cultural charge back to reality than Australia's favourite beer? It's refreshing to work on an iconic brand that'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 Team: Cam Blackley and Matty Burton
Creatives: Guybrush Taylor, Chris Berents, Andy Ferguson, Marcus Johnson, Omid Amidi
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
When did Neil Diamond agree to have his song used for a VB ad, or did he ?
Just asking cause i dont know how this works
Aveagreatweekendok
Regards
Scott