The new VB ad is encouraging Aussies to get vaccinated to work up a 'hard-earned thirst'. Photo / Supplied
The new VB ad is encouraging Aussies to get vaccinated to work up a 'hard-earned thirst'. Photo / Supplied
Iconic Australian beer brand Victoria Bitter has revived its 53-year-old anthem for an advertising campaign encouraging Aussies to get vaccinated against coronavirus.
VB called on the Aussie sense of humour for its new take on its classic tune, blending new words over vintage clips of beer drinkers "working up ahard-earned thirst".
"Right now you can't get it goalin', you can't get it bowlin'. You can't get it takin' a vow, or chasin' a cow," the voiceover says. "A hard-earned thirst comes from being all over town. Not from being in lockdown."
Old clips then merged with modern ones, as the brand told Aussies to "roll up your sleeves, and get the jab" if they wanted to "get back to leading a band or lending a hand".
The pandemic had ruined the activities mentioned in the ad, VB's Head of Marketing, Brian Phan, said, arguing that getting the vaccine was the only way to bring them back.
He said the ad was designed to "support hospitality and business more broadly by encouraging Aussies to get the jab so we can reopen all of Australia's pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard-earned thirst".
Phan added that a hard-earned thirst couldn't be earned by "sitting on the couch or doing a puzzle".
"It's a serious issue, but our Aussie sense of humour is still important during a pandemic," he said.
These men are shown in a hypothetical wedding working up a thirst. Photo / Supplied
Robert Iervasi, group CEO of Asahi Beverages which owns VB, also stressed the importance of Australians getting vaccinated.
"Reopening businesses and reuniting with loved ones is critical for the wellbeing of all Australians," he said.
"We hope we can play a small role in this unprecedented national effort to roll up our sleeves together and ensure Australia's long-term recovery."
The campaign will be on TVs in states currently in Covid-19 lockdown and across the country digitally, along with print advertising, for at least a month.
