‘He didn’t make it. I think he moved to DDB’
VB’s Raise A Glass campaign around Anzac Day has been raising eyebrows since its creation by Droga5 in 2009.
Now Dan Ilic’s and the team at A Rational Fear have their own take on it.
And lest you forget, here’s one of the real Raise A Glass ads…
Old diggers having a beer on Anzac day are hardly responsible for alcoholism.
A beer of two, every now and again, a social gathering of old soldiers taking a beer or two and even getting drunk occasionally is not a reason for alarm.
War and its lousy after effects may be behind subsequent alcoholism, misguided social behaviour and a range of stress related problems might also have a hand, but poking borax at old diggers remembering their mates is a poor way of promoting one’s own sense of social awareness and political correctness.
In my opinion, these people should look elsewhere for their inspiration.
The amateurish attempt at simulated reality, entitled “A rational fear,” does nothing for either alcohol abuse awareness, or theatrical comedy; satirical or otherwise.
In my opinion, should they find a better source of inspiration, It might also give it a better chance of working well, with improved scripting, direction and performance.
I respectfully disagree, Richard Moss.
Saying this sort of advertising is okay because ‘Diggers are hardly responsible for alcoholism’ is like saying, older female drivers are hardly responsible for the majority of speed-related road deaths – therefore, it’s okay for them to speed and for advertising to promote them speeding.
Just because they’re not the majority responsible, doesn’t mean it’s okay to promote them in advertising.
If VB was leveraging another tragic event to promote their brand, such as the Black Saturday fires or the QLD floods, would that be okay? How is leveraging the tradition of Anzac Day any different?
The whole campaign is just yuk, and good on A Rational Fear for taking the mickey out of it.
fabulous piss take – love it – and a great Aussie actor leading the charge too
Reply to TDMJ.
You are welcome to disagree, this is an opinion page. However, your logic is quite wrong.
Speeding , regardless of age or gender, is against the law and therefore insupportable. Beer drinking is not only lawful, it is advertised widely and practised by respectable people, groups and organisations world wide. If anyone advocates the banning of alcohol advertising , that is another matter, but to lampoon the diggers for having a beer in memory of their mates is, in my honest opinion unsustainable.
I do not question the right or the ability of Mr Ilic or Rational fear to produce good satire, I simply disagree with this example.