It’s hard to envy the ad makers over at Carlton United Breweries for the task of marketing VB – arguably one of the world’s most undrinkable beers, but they’ve absolutely nailed the song that runs behind their latest series of ads “real beer” – with Neil Diamond’s, “Hello Again”.

Because while good actors can come and go and an epic back drop will only get you so far - there is nothing more important to creating a successful beer ad, than choosing the right song to go with it. It’s just a pity they didn’t make the message of the “real beer” easier to understand.

Maybe my gender can provide some kind of explanation for why it took me at least two watches of the new ads to figure out the meaning behind the blokes using hand-cream, getting a spray tan and proudly nursing cocktails in the front bar of someone’s pretty cool looking local. Or did I?

Well not if the Carlton and United Brewries’ press release that accompanied the launch of the new ads and posted by Tim Burrowes on his website Mumbrella is anything to go by. Because according to the brewery, there’s an awfully big message behind the new VB:

“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.”

But aren’t they taking themselves just a little too seriously and since when did beer ads ever need any other message than to demonstrate just how good it is to drink?

Just to be sure, here’s a list of the top five things that must appear in a beer ad, add yours below:

1. Has to have a catchy tune or slogan

2. Contain a close up of a perfectly poured, icy cold glass with bubbles rising to the top

3. Use slow motion camera techniques

4. Should have at least one shot of a great looking pub

5. Must include a gratuitously cheery “cheers” shot at the end

Most commented

92 comments

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    • Jake says:

      05:44am | 10/09/10

      From a male perspective…it’s brilliant advertising!  Nothing more need be said…

    • Remy1 says:

      03:06pm | 14/09/10

      Touche Jake. I’ve been there. I too have looked at skinny jeans, fancy tattoos and drinking cocktails. But I, asked why? Was I driven to such distaste by the expectation of the modern woman? Perhaps so. Or perhaps my search for a new identity was some fleeting interest in the apparent “uber cool” alternative.

      Rebel, I say. Rebel against the expectation of skinny jeans, 32” waistlines and drinking cocktails with girls clad in shimmery popsicle wrappers.

      I’m going to the bar tonight. Spendid in jeans and a shirt, and buying a VB. Ironically, I’ll probably get more attention for doing this too!

    • Matt says:

      07:00am | 10/09/10

      “One of the world’s most undrinkable beers”?  Beer snob, much? What are the multitudes of Australians who buy VB doing with it then, pouring it down the sink?

      VB is a perfectly serviceable, mass produced commercial-style beer that doesn’t pretend to be a beer for the beerophile but is eminently “drinkable” and more so than many of the popular European beers such as Heineken and Stella Artois. It is much more “drinkable” than some of its Australian competitors. (West End and XXXX Bitter for example)

      While clever marketing may account for some of its popularity, if it really was “undrinkable” no amount of marketing would be able to save it. I don’t drink VB as a general rule but if it is offered, I drink it and enjoy it.

    • ibast says:

      09:17am | 10/09/10

      “While clever marketing may account for some of its popularity, if it really was “undrinkable” no amount of marketing would be able to save it.”

      I think it’s a good example of how powerful marketing is and how much price is a driver in a market.  Ignorance also plays a big role.  Very few people that spend some time in Europe drinking beer will return to Australia and believe Australian megaswill is good beer.

      Personally I would pay $50 a case for decent beer over VB (life’s too short to drink VB or NEW), but it seems many wont.

    • James Mc says:

      09:41am | 10/09/10

      Here here Beer Matt

    • ej says:

      10:22am | 10/09/10

      I’ve always thought that VB tastes like blood.

    • Twilight says:

      10:34am | 10/09/10

      EJ are you Edward?

    • Sarah says:

      10:57am | 10/09/10

      It’s not snobby to take a bad-tasting beer and say ‘this tastes bad.”

      You know VB is carbonated not by yest fermentation - which is how beer is emant to get fizzy - but by injecting it with CO2, right?

      Why the multitudes of people buy it - because they don’t know any better. If they’ve only drunk watery australian lagers like VB, they will expect that that is what beer is meant to taste like. If they then try something a bit richer - like even a James Squire ale - they will conclude that it doesn’t taste like the beer they’re used to.
      It’s also cheap - which makes people buy it. 30 cans for $40, as opposed to 24 bottles of a nice brew for $50 - the average joe shops on price not quality.
      People are a bit inherently conservative and don’t often like trying new things.
      Finally, people are suckers for ads - like this one - if they’re told “this product is good, go and buy it” - they will.

      Just ebcause lots of people buy something, doesn’t make it good. Look at Billy Ray Cyrus, sports power bands, and high-heeled thongs.

    • n_dude says:

      12:46pm | 10/09/10

      I definitely agree with ibast. Mass produced Aussie beer is undrinkable and gives you a bad headache in the morning (thank gor for beer purity laws…)

    • Daniel says:

      01:39pm | 10/09/10

      The only beer I’ve ever had that tasted worse than VB was an Aldi beer I bought in Germany for 23 cents per (plastic) 500ml bottle.  Melbourne Bitter’s also about as bad.  Rancid yeast and vinegar.  It would be difficult to make a beer that tastes worse.  It’s never been drinkable - the poor fools who pour it down their throats believe it’s necessary for their image.  In that sense they have a lot in common with anorexics.  VB-drinking is a mental illness.

    • MDMConnell says:

      08:26pm | 10/09/10

      “More drinkable than XXXX” isn’t saying much.

      It’s like saying something’s more edible than pickled pork brains and brussels sprouts!

    • James says:

      07:35am | 10/09/10

      Those new VB ads are great, and follow the new Old Spice ads for
      awesomeness. Maybe we’re due for a renaissance of quality ads?

      Is it too much to hope for enjoyable or amusing ads from companies that are designed solely for their production? Or at the very least, not excrutiatingly painful or intellectually insulting ads?

    • Edward James says:

      11:26am | 10/09/10

      @ twilight Your question prompts me to post a comment. I have noticed the VB ad. I record what I think are better TV shows and fast forward through all intrusive bloody ads. I drink VB from large bottles usually in threes. Because I feel stubbies, cans and throw downs are like shelling small prawns not worth the trouble. Drinking a couple of frosty beers from a glass at a pissarium is not good enough as i like a drink and fear the breathalyzer . As it happens I am looking for another beer because I feel VB has gotten way too bitter for my taste.  I would hardly call it one of the worlds most undrinkable beers. But I can tell Carlton Brewers for nothing an expensive cluttered ad trying to touch too many bases is not going to improve the taste of your product for me. I do not think VB taste like blood ej.  Edward James

    • Macca says:

      08:08am | 10/09/10

      6. Cleavage

    • DaisyDuke says:

      10:01am | 10/09/10

      7. Canoes

    • Sam Chowder says:

      11:02am | 10/09/10

      @Macca - too much cleavage and it starts to look like the News

    • ibast says:

      12:09pm | 10/09/10

      Bite your tongue Sam.  There is no such thing as too much cleavage.

    • Old Cobber says:

      03:25pm | 10/09/10

      And bottocks and thighs.  Finale of a good old Biffo between Surfers, AFL/NRL heavies on Ayres Rock.

    • Sam Chowder says:

      03:40pm | 10/09/10

      @ibast - you haven’t seen my grandma at the beach

    • farkurnell says:

      07:41pm | 10/09/10

      agreed ,the best ad even though it was for bourbon was the 5 cougars .
      no matter how good bear taste Boobs taste better.

    • Pete from the sunshine state...Victoria says:

      08:11am | 10/09/10

      needs men working hard doin’ ‘man’s work’

      needs sweaty blokes congregating in said great looking pub at the end of a day of ‘man’s work’, chugging down beers

      blokes need to look authentically Aussie circa 1965

    • bec says:

      10:35am | 10/09/10

      And big, Boony moustaches for sure.

    • As a matter of fact... says:

      11:49am | 10/09/10

      Yeah, its all the cold reward at the end of a hard days work.

      And ‘cheers-ing’.

    • Mr Pastry says:

      08:16am | 10/09/10

      VB is a premier Belgian masterpiece compared to XXXX, which has such awful TV advertising that I am surprised out of work actors agree to appear in it.  I suppose it shows how impending starvation and eviction overrides dignity.

    • XXXXAngel says:

      10:09pm | 10/09/10

      QLDers don’t drink VB and Victorian’s don’t drink XXXX (generally). The marketing is a prime example of the differences. Brisbane is far from a cosmopolitan city (though it is getting better), but you will note that current XXXX advertising centres on groups of mates going camping, 4wding or on a fishing trip etc. Typical Queensland activities - particuarly regional. Current VB has cosmopolitan bars and metrosexuals aplenty. It is very funny. But so is the “what sort of fish is that? Its a Barra” line of ads that XXXX runs. The products and the marketing are two very different beasts aimed at two very different beasts. Both of them are far from premium brews - but you rarely see a queenslander with a VB stubbie in hand - it is against unspoken law up here too mate wink

      By the way, what sort of beer typically acompanies Pastry products?

    • Mr Pastry says:

      01:19pm | 12/09/10

      @XXXXAngel - thanks for your explanation.  I currently live in Qld, but spent many years in Melbourne and other places.  I do not agree that Melbourne is more Cosmopolitan, it all depends on which areas you compare, the city suburbs and attractions themselves are much the same.  The XXXX ads are pure 1950s Qld cliche and reflect badly on a static advertising industry.  Groups of mates going camping is Australia wide and has no Qld exclusivity, in fact other than the weather there is not a lot of difference these days.  Pastry and beer? anything that uses nostrils, toes, eyelids and the like, so it would have to be a pie.

    • Castro says:

      08:18am | 10/09/10

      “VB – arguably one of the world’s most undrinkable beers”.  Really Lucy, really?  I would argue the opposite.  The crisp freshness of the beer is not loaded up with wankiness or overpowering sweetness.  It is designed to be sessionable and I praise the makers for that.

      If you are the sort of person that wants to sip at one beer and proclaim to all and sundry about the taste, hops, traditional German, Czech, etc flavour then go for it.  But if you are a real beer drinker who is trying to drink as many as possible in the short space of time before you have to return to your wife and grown up society Beez Knees or whatever wankathon will not cut the crust. 

      And don’t even get me started on beer prices.  I was stuck at a pretentious bar without real beers on tap the other day and had to pay $8.50 for some teutonic pilsner and it didn’t even taste like a Reschs Silver Bullet!  I’d go broke before I got drunk at $8.50 a schooner.

      No, the add is right, for real men who enjoy getting drunk; normal, cheap, and sessionable beers are king.  VB is designed to be smashed in great quantity in a binge and to that end it is extremely drinkable.  I salute you VB and all that you stand for.

    • Trevor says:

      09:44am | 10/09/10

      “But if you are a real beer drinker who is trying to drink as many as possible in the short space of time before you have to return to your wife and grown up society…”

      Oh, so that’s a REAL beer drinker is it?

      No wonder the ‘drink responsibly’ logo at the end is always in such small print.

    • Bert says:

      11:03am | 10/09/10

      You did not describe a beer drinker, you described a drunk. Some one who drinks purely to get drunk. Yes VB is targeted at you.

      I don’t waste my time with such awful beer, it’s not even named correctly. It’s not a bitter, it’s a pale lager.

      Yes, I am a what you would call a “beer snob”. I rather pay for a quality drink then just guzzle crap all night.

      Little Creatures, James Squire, Coopers etc, keep producing top quality Australian beer.

    • iansand says:

      11:16am | 10/09/10

      Would you drink it at room temperature?  “Icy cold” hides a multitude of sins.

    • Eight Ace from Viz says:

      01:59pm | 10/09/10

      Reschs Silver Bullet.

      By God, that’s what I call a beer!

      Amen.

    • Loves Beer says:

      08:35am | 10/09/10

      It should make you laugh a little smile

    • T.Chong says:

      08:48am | 10/09/10

      Shame, sacreligous, shame, Lucy, had to reread your outrageous claim , just to make sure you actually were dissing The Veeb.
      VB and Collingwood (naturally) are the only good things that the weedy little southern mainland state has to offer.
      As for great beer ads, your careless, unfounded opening remarks can only be a deliberate sleight at the God of beer ads, John Mellion.
      “You can get it walkin, you can get it talkin…,”  words spoken by John, that changed a simple sentence to a whole way of life philosophy.
      One day you may see the hurt and pain caused by the flippancy of your girly attack against VB, and the patron saint of beer, ,St John Mellion.

    • Pete from the sunshine state...Victoria says:

      09:21am | 10/09/10

      you’re funny…NSW has given us reschs, tooths and tooheys…surely ranked amongst the world’s great beers, ....no wonder the legendary VB is so popular in Sin City…

      and Carlton Draught is still the sh*t on tap

    • Nicole says:

      09:37am | 10/09/10

      Oh my God! TC I agree with you wholeheartedly. VB is the only beer I dink. How dare Lucy smear it. Lucy, you have no taste.

    • wemakerealbeer says:

      10:12am | 10/09/10

      As opposed to that tasteless dishwater NSW calls beer? That backwards small-minded middle mainland state has no idea how to produce quality beer. That’s why CUB beers dominate the country and have a presence all around the world, while NSW beers aren’t even good enough to wash oil off my driveway.

    • Andrew says:

      10:41am | 10/09/10

      Absolutely T, I mean I can put up with the political argy bargie on this site but lay of the bloody beer love!

    • cameron says:

      09:03am | 10/09/10

      VB is the greatest beer ever made. really. I’m ot even sure why they advertise.

    • 3 bourbons thanks, and a slice of lime says:

      09:24am | 10/09/10

      the good looking local, is actually the members bar at the SCG. adjacent to the players changing room.

    • Grant says:

      09:26am | 10/09/10

      Great ad for VB, all they need to do now is fix the taste.

      As a man that has been drinking a wide variety of beers since 16.  I and many many others can verify that VB is the worst beer that exists in the world today.

      It is rough, badly made and leaves a rank after taste in your mouth, plus a nasty hangover.

      To the commentators who think that VB is o.k.  There are so many other kick-ass beers out there, yet you restrict yourself to one.  Do you think you are a ‘real’ beer drinker because you only drink one type of beer?

      I would think that drinking a huge variety of different beers would make you a ‘real’ beer drinker.

    • Sam Chowder says:

      12:02pm | 10/09/10

      Victorians drink VB as a matter of duty, the awful taste has to be endured for the first 7 then its OK.

    • Liam says:

      01:27pm | 10/09/10

      Ridiculous. How can you ‘verify’ that VB is the worst beer in the world. It’s a matter of individual taste.
      Personally, I can’t stand the stuff, but for my mind I’ve tasted much, much worse.

    • ibast says:

      09:48am | 10/09/10

      Well the ad is better than the “Made form beer” ads.  There is only one thing I can think of that is made from beer and it comes after I had a few.  Coincidentally it also explains the taste of that particular beer (and most Australian megaswill).

    • bigmuzz says:

      09:49am | 10/09/10

      i would never pay for a VB. the only time i’ll drink a VB is if it’s free….. and even then i won’t fully enjoy it.

      gimme a carlton anyday! raspberry

      PS bloody great ads tho!

    • Tails says:

      10:05am | 10/09/10

      Carlton Draft ads poo all over the VB stuff strategically and creatively.

      How come, one minute, there’s a big parade of people, from Manscapers to Men who claim to have punched a shark who are all allowed to drink VB, but now they’ve cut the Manscapers adrift? Surely, with national VB sales in steady decline, they can’t afford to just turn their back on the lucrative Manscaper market.

    • Zeta says:

      10:57am | 10/09/10

      No, actually, the Manscaper market can he cut adrift. Let them drink Blondes.

    • sal says:

      10:10am | 10/09/10

      7.  Nobody appearing in a beer ad can have the slightest hint of a beer belly.
      Lucy, I think the genius of the current VB ad is in your point “it took me at least two watches”.  I confess it took me a couple as well.  It did the job in making you watch to try and work it out.  Most ads don’t.

    • Phill says:

      10:14am | 10/09/10

      Just a heads up Lucy as at around 10 years ago VB accounted for close to 1 in every 4 beer sales in Australia.  i doubt it is till that high but barely drinkable?  Come on.

    • hugh says:

      10:24am | 10/09/10

      I drank nothing but VB up until a few years ago when they dropped the alcohol content… i swear the taste changed. For the worse

      Bring back old VB! Who cares about the surcharge - people will still buy it. And people will come back to it

      Now i’m stuck interchanging VB with a Tasmanian brew once in a while

    • ibast says:

      10:52am | 10/09/10

      Alcohol does add to the mouth feel of beer.  Australia has some of the lower alcohol content in beer in the world (for non low alcohol beer).  Also the mainstream beers achieve their alcohol levels using cane sugar instead of Malt.  Cane sugar give beer a thin taste and feel.  It is illegal to use cane sugar in some countries and it is illegal to use it in wine.  It should be severely restricted in beer brewing in Australia as it is currently being abused.

    • Andrew says:

      10:32am | 10/09/10

      It’s not “what” makes a great beer ad but “who” and the answer is simple, John “How Do you feel” Singleton.

      Those Tooheys New ads are the benchmark. “

      “How do you feel
      Big day today for TJ
      The race is on…

    • John Newcombe says:

      10:39am | 10/09/10

      Is it just me or are moustaches in beer ads making a comeback?

    • Merv Hughes says:

      01:12pm | 10/09/10

      They should have never left.

    • Ant Sharwood says:

      10:52am | 10/09/10

      Everything, and I mean everything, is wrong with current beer ads. Beer ads should make u feel thirsty and make u want to drink beer. Now. There’s an old Budweiser where all you see is the bottle and the top being removed and that wisp of “beer smoke” drifting upwards. Says it all.

      By the way, if anyone can think of a word for “beer smoke” we should contact the people at the Macquarie dictionary. This is one word sadly lacking from the language

    • Samson says:

      01:02pm | 10/09/10

      Ant:
      I’d say it’s probably already in the Macquarie as ‘Carbon Dioxide’.  I would definitly support changing it to something more reflective of how truly magical it is though.  How about ‘angel’s breath’?  Or is that too feminine?

    • bullwinkle says:

      04:53pm | 10/09/10

      Love your work, Ant. Particularly the ‘beer smoke’ part. The other the thing missing is the most beautiful sound in the world:  ‘tssst’ as you crack the seal on the twist top.

    • Thumper says:

      04:57pm | 10/09/10

      Yes Samson it is.

    • Joolz says:

      10:52am | 10/09/10

      I liked it. I am still unnerved when young guys have better nails than I do.

      If you think about it, that’s the VB brand. And if the mining tax hadn’t forced the mining sector to run ads with dirt and trucks, they could have used the one with the poem and violins from the early seventies.

    • AFR says:

      11:04am | 10/09/10

      Heinekin (sp?) makes some really good ones, particularly in Asia.

      Notwithstanding their beers are ordinary, the American beer companies do too: http://www.youtube.com/watch?v=7BrWrhYcycM&feature=related

      Without wanting to get drawn into the VB debate too much, just becuase something is popular, doesn’t make it good. Its a bit like McDonalds - cheap, familiar, convenient, well marketed and inter-generational (ie: your old man drank it, and chances are its the first beer you tried).

    • n_dude says:

      01:01pm | 10/09/10

      The only thing worse than VB is mainstream American beer like Bud and Miller. Must be a thing with bad beers and interesting/creative ads.

    • Ben says:

      11:05am | 10/09/10

      Sorry Lucy, I can’t agree that VB “one of the world’s most undrinkable beers”. What it is, is highly filtered & polished, preservative laden, cats piss. Having said that, after half a dozen schooeys of good beer, who really cares what beer is in your glass as long as it’s cold and wet. I never drink the stuff intentionally, but if someone buys me one I’ll merrily down it as long as the taste buds have already left for the evening. Even VB is easy to drink when you’re already full as a boot.

      As for the ads, IMO beer ads worldwide set the benchmark for targeted advertising. Just check out John Smiths series from the UK featuring Peter Kay on YouTube for a good example.

    • Graham S says:

      11:08am | 10/09/10

      Never a truer line written Lucy on VB, it is absolute rank rubbish and it’s mind boggling to even suggest it’s a great beer. No wonder the breweries resort to multi million dollar ad campaigns to sell their slop brands e.g., XXXX, West End, Tooheys (now that is plain muck), Tooth’s, Reschs, Emu and the perennial dog, VB. Give me a Crown Lager,Stella or Heineken any day of the week or the best beers in Australia, Boags, Cascade or Coopers

    • Zeta says:

      11:17am | 10/09/10

      It’s a backlash against the feminsation of men by the media, that places ridiculous pressure on men to look, act, sound, and consume the way women do.

      It was actually a really smart move by advertisers. 50 years of advertising doctrine says you make one ad for male customers, one ad for female customers - but if you can change the consumer pattern of men to be more like that of women - you can advertise for both at the same time.

      Look at the proliferation of ‘Blonde’ beer on the market. Carb-free, light, ‘refreshing’... inoffensive. You pitch it to blokes as the beer their girlfriend can drink too.

      I think the VB ad sends positive messages to young men. You don’t have to let the media turn you into a toff. It’s not too late to turn your life around, throw out the moisturiser, grow a moustache and be a real man.

    • Richard says:

      03:30pm | 10/09/10

      Zeta, you have the only comment which cuts to the crux of this issue. Lucy couldn’t discern the point of the ad at first viewing, because the message is so alien to her feminist sensibilities and institutional indoctrination, it is so far outside of the paradigm that she takes for granted as ‘Modern Life’, that it made no sense to her at first. But I recognized it at first glance for what it is:

      It’s a commentary on a social phenomenon that has been gathering momentum for the last 8-10 years. A of post-feminist movement that champions masculinity and the superiority of men and ‘maleness’ over women and femininity, not from the old perspective of pre-feminist times that women are ‘the weaker sex’ and ‘their role is in the kichen’ blah blah blah, but from a new paradigm where so many men have grown up without fathers, without brothers, with mostly women teachers, with feminist lecturers at university, and the movement is now afoot to fight back against the unfairness of it all and the marginalisation of testosterone.

      Even that word, testosterone has been maligned. For the majority of my life that word was always used in a derogatory sense, as in: “ergh, that testesterone-soaked boofhead, no wonder he’s such an arsehole” etc., as if the very hormone that gives men their ‘maleness’, is a bad and undesirable thing!

      Well what we are going to see over the next 10 years is an increasingly strong counter-movement for the protection and advancement of male rights. For the last 8-10 years it has been an underground community… but now evidently, we are seeing in go mainstream.

    • Bob H says:

      05:48pm | 10/09/10

      Don’t know about all this feminine backlash push, the activities are just general modern life ridiculousness, but if it helps you push a barrow good luck to ya.
      BTW in the last scene the blond guy in the middle - dead ringer for a young Steve McQueen.

    • Steve says:

      12:52am | 12/09/10

      So VB sends a message: “don’t let the media turn you into a toff.. let the media turn you into just a stereotypical Aussie bloke with no taste buds?

      VB’s been relying on the same marketing slogan for God knows how long.. they’ve got alot of catching up to do.

    • Shaking Head says:

      11:23am | 10/09/10

      I’d prefer some real beer drinking components in the ad:
      Puking, Fighting, Drunken casual sex, Kebab oil and salad spillage, Overladen pockets of change, multiple “I didn’t did I?“s, suddenly wanting to share the gift of dance, public urination, broken glass, tears and then a stagger home.  A great night.

    • Jacometti says:

      11:29am | 10/09/10

      And rightly so. If your dad hasn’t got a beard, you’ve got two mums.

    • AJ says:

      11:46am | 10/09/10

      As a ex-Victorian it was a tough decision to abandon VB many years ago for an interstate brew….loyalty tugged me to stay true to my roots, but my system just couldnt handle it any more. Then when we had the tremendous influx of new beers including those from micro breweries, new overseas styles and some good old fashioned tweaking at some of the interstate competitors. I’ll always have a fondness for the VB label but just cannot manage to ingest the stuff.

    • dancan says:

      11:53am | 10/09/10

      Great ad.  Horrible beer

    • ZSRenn says:

      12:09pm | 10/09/10

      “One of the world’s most undrinkable beers”? 

      This is one of the most scandalous statements I have ever read in any form of journalism anywhere. I could not read any further. I am ashamed of how low you have gone Lucy.

      I call to the Punch team for your instant dismissal and want you deported to Iran where it is possible for you to be lashed or stoned for such remarks!

      After surviving on Pearl River for the last 4 years I would kill for a VB.

    • ABC says:

      12:32pm | 10/09/10

      This goes to my long held beer theory.  The better the ad the crappier the beer.  Case in point:  There is next to no advertising for Coopers Sparkling and it is the best beer on the planet!!

    • Tator says:

      11:03pm | 10/09/10

      But then again, their radio ad campaign for Coopers Stout with the Brass monkeys was sensational, and that is still a great drop as are most Coopers products.

    • Kordez says:

      01:08pm | 10/09/10

      What makes a good beer ad?

      A group of men making dic|{s of themselves.
      Token hot girl in a bathing suite.
      A victory to the male species.

    • doug Graves says:

      02:33pm | 10/09/10

      I love the fruity oakiness wafting from the ring pull as I realize the first one never hits the sides, that sublime hint of aluminium embedded in my gut.

    • fro says:

      03:16pm | 10/09/10

      As some other posters here have noted Coopers Saprkling Ale IS the best beer in the known universe. VB is mostly slop and is only just tolerable fresh on tap.

      When it comes to good beers - SA, Tas and WA have it all over the eastern states- they wouldnt know a good beer if it came up and wee’d on their “man brand”.

    • Sickemrex says:

      03:11pm | 12/09/10

      Yes to Coopers, yes to almost anything WA or Tas, but why has nobody mentioned the black-hearted goodness of Tooheys Old?  A real man’s beer apparently, except I’m a chick.  Some good things come from the Eastern States.  And for the Little Creatures Pale Ale fans, Dukes Pale Ale from the Gold Coast is superb.  Hang on, I don’t think I’ve ever seen an ad for any of those beers I just mentioned, so how do we punters even know to try them?  Oh, because we don’t rely on advertising and image to choose a beer.

      Having said that most VB ads are great, as are Carlton Draught ones.  Speaking as an ex-Victorian 13 years in QLD, XXXX ads are mostly just stupid (except the “get up you sook” one).  Which is worse out of VB and XXXX, I couldn’t tell you, awful awful swill.  I would be ashamed if I made a homebrew that tasted as bad as either.

    • Tim says:

      04:39pm | 10/09/10

      It’s not snobby to be able to tell the difference between crap and non-crap and I’m pretty sure this is why we have taste buds.

      Industrial food and drink is all crap. You may extract some pleasure from gobbing a Big Mac too but this doesn’t make it good food. It’s still industrial crap.

      Get over it.

    • Kim says:

      05:31pm | 10/09/10

      So long as they don’t use Brisbane River (Bitter)‘s ad with that dull blonde saying “Oath Mate”.  That ad used to make me cringe every time I heard / saw it.

    • pisspot says:

      06:10pm | 10/09/10

      Two bottles of coppers and one of lemonade just enjoyable cant buy that on tap but i can mix it myself

    • Bruce says:

      06:46pm | 10/09/10

      The advertisement clearly says to me that a lot of blokes have turned into big “shielas” and to get back to bar for another scooner with their drunken mates. Yaaaaa!!!!

    • stephen says:

      07:41pm | 10/09/10

      I think drinking beer is a high drama, especially when I can’t pay for a shout, so lets keep the drama, huh ?
      Johm Meillon narrated a terrific VB adv, many years ago…‘it’s a hard earned thirst’.... ba ba bbba bump’.
      It has a true-blue story about different kinds of aussies who drink it. Remember the drinkers who needed a kebab before their drink ?
      Beautifully done, I thought.
      There not going to re-hash it, so the only compensation is to engage the same ad. agency who did the bundy rum ads, with that fat polar bear.
      Very funny.

    • Charles says:

      10:54pm | 10/09/10

      This writeup missed a thing with Fosters. Similarly great ads, terrible beer.

      Living in the UK I make the point of telling people that I have seen about to have one that it is the beer that Australian’s DON’T drink, and ask why don’t they have one of the much better local beers on offer. After they’ve done what I’ve suggested I’m invariably thanked.

      But then again I like real beer with flavour, not the mass produced rubbish that Australian breweries dispense and which they licence overseas!

    • Dan says:

      11:05pm | 10/09/10

      My favourite beer ad is the Big Ad. In fact it’s my all-time favourite ad. Brilliant!

    • M10Z says:

      07:43pm | 11/09/10

      VB is done just for Aussie blokes,they have a very strong stomach, not for me thanks.I drink just one .....26 years ago I still remember was like to drink my own urine,I fill sorry for the Aussies they can afford to pay a few more dollars and drink beer,the market is full of imported beer.

    • stephen says:

      08:12pm | 12/09/10

      ‘Ave a VB on me bro’.

    • David Robinson says:

      08:53pm | 11/09/10

      Don’t you think it’s time men got over being “blokes”?The’re thick,the’re dull and they’re boring.People cope with them because that’s how men are and they get angry if they get upset .Watching this ad made me wonder if men could do without women they would, there is a lot of aah mate I really luv ya here.Living in Mt.Gambier when I was young we drank quite a bit of Vic beer but tastes change,we experimented and moved on,it’s a pity the advertising world hasn’t.

    • S.L says:

      09:25pm | 11/09/10

      A great ad is one that stays in the public venacular for ever. Louie the fly, Aeroplane Jelly, Claytons drinks, they all contain expressions we use daily and always will. But the ones that stick in our minds today are the Yellow pages and Telstra ads. G.O.G.G.O! and “dad who built the Great Wall of China?” or more specifically dads answer are what we will always remember but tell me what twisted minds think of these in the first place?
      P.S Lucy I think VB is rubbish too!!!!!!

    • Nathan says:

      07:14am | 12/09/10

      I can see your point about Carlton United taking themselves a little too seriously with the concept for their marketing, but it’s big money, and it deserves serious thought.

      The ad is spot on in almost all respects.

      Men can be who they want to be, but there really are too many ‘lifestyle options’ out there superfluous to more important things like character and authenticity. You can be deeply superficial, but I wouldn’t want to be superficially deep. Carlton’s treading the line here with panache.

    • Peter says:

      01:05am | 13/09/10

      Lucy…... you’re spot on girl. VB is for people who have no taste…... hence the ad.

    • Beer brewer says:

      12:03pm | 13/09/10

      Amount of beer consumed has nothing to do with actual quality and taste. Taste is easily aquired and lost. People eat too much salt because it ‘mkes food taste good’, yet it is bad for you and that aquired taste is ‘forgotten’ within two weeks of abstention.
      Similarly a few weeks getting used to the taste of better beers will make you realise how bad VB is.
      BTW, it is not a bitter (that’s misnomer), it is barely a lager (just because it is fermented like a lager ) and they skimp on malt by adding pure sugar - just like the old backyard brewer from a ready made pack.
      The reason it sells well is because of its iconic brand status and the fact that Aussies are not (yet) beer ‘literate’ as they are becoming with wine.

      It just needs an advert flashing the brand name and that’s enough for it. The change in concept is just a justification by ad agency to create a new ad ($$$$)

 

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