V’s massive hit improves a bit with full length rap video

After three successful campaigns driving the line “The Massive Hit That Improves You a Bit”, Frucor’s V Energy will launch the latest version featuring a full-length hip hop video starring rapper Lil Pup and his “V version” Lil “Big” Pup.”

Lil Pup stars in V's new music video

Lil Pup stars in V’s new music video

The work by Clemenger Sydney creative offshoot TKT Creative was shot in Miami by production house Finch and features the rapper and his requisite entourage of bling, limos, women and cash.

The 15 and 30-second ads will run across all platforms and will launch on TV on Sunday night, but the rapper has also created a full-length music video to accompany the campaign.

It is the  third time the brand has tapped into popular culture with a major tie in with the X-Men movie premiere last year.

In the new work the rapper sings about his spending power in a track titled Ma Money$.

The full length video will be seeded through social media.

The campaign will be further supported by two 15-second ads


  • Executive Creative Director: Paul Nagy
  • Creative Directors: Brendan Willenberg & Ben Clare
  • Senior Creatives: James Beswick & Ollie Beeston
  • Founding Director: Cate Stuart-Robertson
  • Senior Account Director: Hanne Haugen
  • Senior Account Manager: Marshall Campbell
  • Planning Director: Rob Dougan
  • Creative Agency Producer: Katrina Maw
  • Head of Craft: Daniel Mortensen
  • Public Relations Group Account Director: Phillipa Thomas
  • Media Partner: OMD
  • Marketing Director: Mark
  • Wiedermann
  • Head of Energy: Karl Davies
  • Senior Marketing Manager: Craig
  • Harkness
  • Marketing Manager: Lennart Sipsma
  • Assistant Brand Manager: Alana Lucci
  • Director: Benji Weinstein
  • Production Companys: Finch/Steam
  • Executive Producers: Corey Esse (Finch), Krista Marshall (Steam)
  • Producers: Karen Bryson (Finch), Andrew Graham (Steam)
  • Director of Photography: Brendan Steacy
  • Editor: Dave Whittaker (The Editors)
  • Post production: Finch
  • Original Music: Grayson Matthews ft. RMDY & Roshin
  • Senior Sound Engineer:  Anthony Tiernan (Pitchfork)

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