News VB campaign urges Aussies to ‘Raise a glass’ to armed forces April 8, 2011 11:02 by Robin Hicks 9 VB has launched a charity campaign to coincide with Anzac Day. In a TV ad for the 2011 Raise A Glass Appeal, Corporal Mark Donaldson VC is telling a story about combat with his mates over a beer, and urges viewers to support the appeal via raiseaglass.com.au. Corporal Donaldson also features in a 15 second spot direct to camera. The commercials, created by Droga5, were shot in Sydney on the 22 February and will air from tonight. Credits Agency: Droga5 Sydney Creative Chairman: David Nobay Executive Creative Director: Duncan Marshall Creative Director: Cam Blackley Art Director: Kirsty Galmes Copywriter: Chris Berents Senior TV Producer: Paul Johnston Business Director: Jamie Clift Account Director: Esther Knox Account Manager: Lucy McBurney Planning Director: Justin Graham Robin Hicks topics Anzac Day, Droga5, VB Share Tweet Share Comments: 9 Add Comment not sure 8 Apr 11 I am not sure about this campaign. I like it, in fact I like it a lot. However I find it difficult to reconcile in my own mind a brand leveraging Anzac day or perhaps it is Anzac day leveraging a brand…… Reply Mish 8 Apr 11 I’m with @not sure….. i think some things should not have advertising associated with them. Reply me too 8 Apr 11 I agree. Last year’s campaign did not sit well with me and neither does this one. How could you not see it as just VB/CUB trying to make a buck/push its brand on the most dearest of dearest days for Australians. Reply Gezza 8 Apr 11 I have no problem with this given the brand is as aussie as they come and the tone of voice hits just the right mark. But above all it is the choice of the RSL to be involved and I’m sure they are glad to recieve the support they must need. Reply goodone 8 Apr 11 I think anything that helps the cause of our veterans is a good thing. even if there is a bit of gratuitous branding in there. cheers Reply john 8 Apr 11 Another good reason not to drink VB. Reply Bucks 8 Apr 11 The average digger or war veteran, whether they are from WWI, WWII, Korea, Malaya, Vietnam, Iraq, or the Afgahan campaign, (with sincere apologies to any campaigns I missed), can relate very easily with having a beer with their comrade in arms, and VB very much happens to be their beer of choice, (having attended many Veitnam vet gatherings with my uncle who is a Veitnam vet). I’d be more concerned if they were trying to link this with a different or newer beer brand from their line up, and I think that (@ not sure), it’s as much, if not possibly more, the appeal trying to link up with possibly one of Australia’s best known brands for leverage. Like a couple of the posts above, I dont care too much if CUB get something out of this, if the greater end result is more awareness and donations to a fine appeal. Reply GL 14 Apr 11 Firstly, I agree with the sentiments above that this tradition should not be commoditised. I’m also not a fan of the promotion as it will serve to perputaute the horrible drinking culture that Anzac Day has become a victim of. I appreciate the CSR aspect of the campaign but it still rubs me the wrong way. Reply mo 16 Apr 11 Agreed GL. CUB’s prime motive for sponsoring this campaign is profit – with daylight second. It’s a pity they can’t be funded by a less socially damaging product. Impressionable young males will think they are being patriotic by drinking VB. I just don’t think soldiers die in wars to protect such a distorted society. Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 47 Comments Why that Pepsi ad isn’t as bad as you think it is 35 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 34 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?