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Victoria Bitter pays homage to Gallipoli fallen in TV ad for its Raise a Glass Appeal

The latest ad for Victoria Bitter’s Raise a Glass campaign shows a group of young men stood whistling It’s a Long Way to Tipperary, commemorating the heavy losses suffered by the 16th Battalion during the battle of Gallipoli a century ago.

Created by Clemenger BBDO Melbourne, the new campaign focuses on the contribution the battalion, which saw 338 of its 600 men killed during the charge of Bloody Angle on the hills at Gallipoli, made at the battle.

The ad starts with all the men whistling the song which they sung as they made the charge, and shows them bowing their heads and stopping whistling one by one to represent the fallen.

Clemenger BBDO Melbourne executive creative director Ant Keogh said: “In the Victorian State Library, we came across a thin pink book. It was the sketches and diary of Ellis Silas, Signaller of the 1st IAF 16th Battalion, recording his experiences at Gallipoli.

“In 1915, the 16th Battalion made a charge over particularly challenging terrain. They were immediately met with heavy resistance and the casualties were high. But instead of retreating or hiding they charged on, singing It’s a long way to Tipperary.”

The Raise a Glass Appeal began in 2009 and raises money for Australian servicemen and women via the RSL and Legacy.

The ad was directed by Derin Seale with cinematagraphy by Oscar-winner John Seale (The English Patient).

Victoria Bitter general manager Craig Maclean said: “Bringing a story like the fierce battle at Bloody Angle to life is a big part of this appeal; it reminds people to stop and remember the bravery and sacrifice all our servicemen and women make.

“When all these young, fit, healthy men stood in front of the Shrine of Remembrance at sunset, you really had a sense of the scale of loss sustained on the battlefield 100 years ago. It really drove home why we run this campaign each year.

“Victoria Bitter is one of the largest supporters of veteran welfare in the country. This year, we will make a $1 million corporate donation as well as running a fundraising drive for the public to contribute. It’s our way of honouring all Australian servicemen and women past and present. It’s our way of saying thank you.”

The campaign is running across TV, digital, on pack, on premises and across social media.

Credits:

CUB

  • CUB Marketing Director Richard Oppy
  • General Manager, VB Craig Maclean
  • Senior Brand Manager, VB Kirt Daunt
  • Brand Manager, VB Vanessa Bush
  • Assistant Brand Manager, VB Rachael Veltman

Clemenger BBDO Melbourne

  • Creative Chairman James McGrath
  • Executive Creative Director Ant Keogh
  • Senior Art Director Luke Thompson
  • Senior Copywriter Jim Robbins
  • Account Management Adam Kennedy, Oliver Wearne and Kate Barnes
  • Strategic Planner Michael Derapas
  • Executive TV Producer Sonia von Bibra
  • Senior TV Producer Lisa Moro
  • Agency Producer – Print Craig Bulman
  • Designer & Typographer Jake Turnbull
  • Retoucher Michael McCall
  • Digital Producer Gemma Seeto
  • Digital Designer Jessica Ramsey
  • Social Creative Matt Maguire
  • Director Derin Seale
  • DOP/Cinematographer John Seale
  • Editor Jack Hutchings
  • Executive Producer Karen Bryson
  • Flame Artist Eugene Richards
  • Music Composer/Arranger Cornel, Tommy, Mark, Pascal, Jojo, Gus & Danny (Producer)
  • Sound Designer/Engineer Paul Le Couteur
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