VB campaign urges Aussies to ‘Raise a glass’ to armed forces
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.
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……
I’m with @not sure….. i think some things should not have advertising associated with them.
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.
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.
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
Another good reason not to drink VB.
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.
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.
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.