VB For Real Men

Fosters Group has launched a new advertising campaign for VB (Victoria Bitter) beer, calling men to return to an authentic life with real beer. The ads show metrosexual men seeing the errors of their ways and returning to the arms of their blokier VB-drinking mates, leaving behind photo-shopping Facebook profile photos, hand moisturizer, cocktails, skinny jeans, tanning and plastic surgery. The first ad, “Cry”, features Neil Diamond’s single, “Hello Again”. A second ad in the campaign, “Slide” will follow later in the year, launching during the cricket.

VB Real Men


The VB for Real Men campaign was developed at Droga5, Sydney, by 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.

Filming was shot by director Steve Rogers via Revolver, Sydney, with executive producer Mike Ritchie, director of photography Russell Boyd.

Editor was Jack Hutchings at The Butchery. Music was produced at Nylon Studios, Sydney, by Simon Lister and Tone Aston.

Casting was managed by Peta Einberg.

Fosters Group staff on the campaign were marketing director Peter Sinclair, group marketing manager Paul Donaldson, senior brand manager Craig Maclean, trade marketing manager Michael Ismailoglu, and assistant brand manager Ashley Barton.

Paul Donaldson, group marketing manager for VB and Crown, said: “We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers. VB has always been an honest, genuine brand and that’s what Australians love about it. In a world where superficiality is ever-increasing, VB stands as the counter-point to this phenomenon. To Australian males, being a ‘real bloke’ is still incredibly aspirational and motivational, and this takes VB back to the very core of what the brand is about – an authentic, full flavoured beer for genuine blokes.”