8. VB: The Regulars

The long awaited VB Beer campaign via Droga5, Sydney launches tonight in Australia with a two minute launch commercial before the first ball of the Ashes Cricket series against England.
The scale of the production demanded a cast that is a combo of professionals, CUB employees, punters straight off the street plus some well known faces. There are cameos from Australian sports stars and personalities including Michael Clarke, Wally Lewis, Paul De Gelder, Scott Cam, Molly Meldrum, Peter Russell Clarke, Dean Jones, Michael Klim, Billy Brownless and Greg Evans.
The TVC is part of a much bigger campaign that includes VB's first ever dedicated brand website (www.vb.com.au). There will also be print, radio, outdoor, on line and "The Regulars" will be brought to life in store through point of sale and refreshed packaging.
“At their heart, our new VB ads are about a beer at the pub with your mates but they're brought to life in a way that is uniquely Australian. There are the classic VB trademarks but it's definitely a new take – both from a creative and launch to market standpoint. This new campaign is another step forward for VB and will play an integral role in driving the brand's future growth,” said Peter Sinclair, CUB Marketing Director.
The new VB commercial was shot in Ballarat and is one of the largest beer commercials ever produced in Australia boasting a 1500 plus cast and a 150 person strong crew. Whilst still identifiable as VB through classic trademarks like the theme song, it brings to life VB's evolved positioning and unveils the new tagline “VB – The Drinking Beer”.
David Nobay, Droga 5 Creative Chairman said about the creative idea: “What was clear to us from the start is that VB is the great leveller - that’s what makes it such a quintessential Aussie brand. It doesn’t matter who you are, what you do or wear, when you pick up VB you become a part of something authentic. Our creative challenge was to amplify that in a way that is equally authentic, Australian and real. The result is the 'The Regulars' and as a team it's work we’re really proud of.”

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