Fosters and its former agency George Patterson Y&R is set to launch the second of four TVCs starring Australian spin bowler Shane Warne next week.
The TVCs will spearhead the summer-long VB Warnie campaign, which represents a multi-million dollar media spend for the brewing giant. The campaign follows the success of VB Boonanza I and VB Boonanza II campaigns which won the brand a host of local and international creative awards, featuring the former VB ambassador David Boon.
The latest TVC pays tribute to the birth of the renowned spin bowler featuring his head imposed on a baby’s body and the dotting mother and father in the hospital, which are both played by Warne. The tagline is “A hard earned thirst needs a big cold beer and we’d like to raise one now to Australia’s favourite son, Warnie!”. David Boon also makes a guest appearance supping a VB dressed in drag.
Russel Howcroft George Patterson Y & R Melbourne managing director said: “This year’s summer campaign ads are classic VB and follow the successful format which George Patts Y&R and Foster's developed together a few seasons ago. The campaign has proven to be massively popular, not just here but all around the world – winning a Cannes Promo Lion last year.”
The third and fourth TVCs focus on the VB Smash for Cash on-pack promotion, where a viewers will win the opportunity to face an over from Warne during the 1st Final of the Commonwealth Bank one day international series at the SCG. The final TVC spruiks the VB Warnie figurine.
The campaign includes: TVCs, radio, promotions, mobile marketing, PR, in-store and at ground activity and a website .
The first two ads can be viewed on the VB website. .
