Instead of going for the fully-charged, hyped-up line that energy drinks tend to go for, V is taking an uncharacteristic, understated approach in its latest campaign. Drinking V will make you a bit better at setting things on fire and a bit better at pillaging – if you're a Viking, that is.
The ad, created by Clemenger BBDO Sydney, introduces the line 'The Massive Hit that Improves You a Bit' that V says will be used as an ongoing brand platform.
Clemenger BBDO Sydney executive creative director Paul Nagy said: “Other energy drink brands are busy throwing guys out of planes and off buildings to suggest their drinks will somehow make us superhuman.
“With this campaign we are taking a refreshing and unashamedly honest approach. Whilst energy drinks can’t turn you into an overnight success or a demi-god, they can give you the energy to make you a little bit better at doing the things you already do.”
The TV spot will run on Nine, Ten and Foxtel networks for the next four weeks and is supported with digital advertising on YouTube and Facebook.
