V Energy Australia has today launched the fourth instalment of its ‘The Massive Hit That Improves You A Bit’ positioning, with a campaign featuring emerging rapper Lil Pup.
Created by TKT Sydney (a Clemenger-owned creative consultancy) and directed by Finch’s Benji Weinstein, the new campaign is set against the backdrop of a $15 million Miami mansion, where Lil Pup goes head-to-head with a V-drinking, better version of himself, Lil ‘Big’ Pup.
The campaign will also feature a full-length film clip which airs in-cinema, online, and across music video channels, and will be supported by below-the-line activity.
It is the second brand campaign created for V Energy by TKT Sydney.
TKT Sydney creative director Ben Clare said the strength of the work comes down to the simple, universal truth that when you have an energy drink, you become a marginally better version of yourself.
“Creating communication platforms is a tricky business. Creating ones that endure and are celebrated for their creativity and effectiveness is trickier still,” he said.
Karl Davies, head of energy at Frucor, said the crew at TKT Sydney has once again successfully built on the huge success of V Energy’s previous campaign.
“We have seen all our brand health metrics increase when our ‘Massive Hit’ campaigns are running and we anticipate the new creative for 2017 to be the most successful yet,” he said.