Victoria Bitter has launched a campaign, using its famous anthem, to encourage Australians to get vaccinated against COVID-19.
Created by Clemenger BBDO Melbourne, the TVC changes ‘you can get it' for “you can’t get it” urging Australians to get the jab so they can get back to their local pub or club.
Clemenger BBDO Melbourne ECD Jim Curtis says the iconic brand has an influence on the public.
“When it comes to big, iconic brands like VB, I feel there’s a responsibility during times like these to lend some influence in the right direction. We hope this motivates a few more people to get the jab and get back to earning a thirst!” Curtis says.
The classic 53-year-old VB anthem, celebrating knock-off from a day of hard work with a refreshing cold beer, has had many iterations.
The new ad has the original images and music but with new words: “Right now you can’t get it goalin’, you can’t get it bowlin’. You can’t get it takin’ a vow, or chasin’ a cow.
“A hard earned thirst comes from being all over town. Not from being in lockdown.”
It concludes with: “So if you’d like to get back to leading a band, or lending a hand, roll up your sleeves, and get the jab."
VB head of marketing Brian Phan says the campaign incorporates humour to support the hospitality industry.
“This will support hospitality and business more broadly by encouraging Aussies to get the jab so we can reopen all of Australia’s pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard earned thirst.
“VB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. Unfortunately, COVID-19 has taken nearly all of these activities away from us. And let’s be honest, you can’t really earn one sitting on the couch or doing a puzzle. It’s a serious issue, but our Aussie sense of humour is still important during a pandemic,” Phan says.
VB is owned by Asahi Beverages, which last year acquired Carlton & United Breweries.
Asahi Beverages group CEO Robert Iervasi says the vaccination drive is a national effort.
“Reopening businesses and reuniting with loved ones is critical for the wellbeing of all Australians. We hope we can play a small role in this unprecedented national effort to roll up our sleeves together and ensure Australia’s long-term recovery,” Iervasi says.
Pubs and clubs have backed the campaign.
Australian Hotels Association chief executive Stephen Ferguson: “We have all missed the social things in life like gathering with mates at the pub for a beer. The sooner we all get vaccinated, the sooner we can get all get back to living.”
Clubs Australia CEO Josh Landis: “Your local club can’t wait to swing open the doors and start serving fully vaccinated patrons. It is so important for us all to get the jab so that we can enjoy an ice-cold VB at our favourite venues once again.”
The new campaign will run on TV in states presently in lockdown and across the country digitally, supported with some print advertising. It will run for at least a month to help Australia achieve National Cabinet’s requirement of 80 per cent vaccinations before wide-spread lockdowns end.
Credits:
Creative agency: Clemenger BBDO Melbourne
Production Company: Flare
Director: Nathan Christoffel
Post-production: FINISH
Editor: Sam Coates
Sound house: Squeak E Clean (Paul Le Couteur)
Media agency: PHD
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