B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • Anthony Albanese
  • AI
  • NRL
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • State of Origin
  • News Corp
  • Cairns Hatchlings
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: VB Brings Back Famous Anthem & Iconic Ads In Pro-Jab Spot Via Clems Melbourne
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > VB Brings Back Famous Anthem & Iconic Ads In Pro-Jab Spot Via Clems Melbourne
Campaigns

VB Brings Back Famous Anthem & Iconic Ads In Pro-Jab Spot Via Clems Melbourne

Staff Writers
Published on: 10th September 2021 at 8:17 AM
Staff Writers
Share
4 Min Read
SHARE

Victoria Bitter will evoke the spirit of its famous anthem to encourage Australians to get vaccinated against COVID-19 in a nostalgic spot via Clems Melbourne.

The campaign has launched today and will call on Aussies to help us get back to working up a hard earned thirst.

“So if you’d like to get back to leading a band, or lending a hand, roll up your sleeves, and get the jab,” the new ad says. “Matter of fact, I got mine now.”

The classic 53-year-old VB anthem is one of Australia’s most iconic and loved advertising songs, celebrating knock-off from a day of hard work with a refreshing cold beer.

The new ad has the iconic images and music but with new words: “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.

“A hard earned thirst comes from being all over town. Not from being in lockdown.”

Clemenger BBDO Melbourne executive creative director, Jim Curtis, said, “When it comes to big, iconic brands like VB, I feel there’s a responsibility during times like these to lend some influence in the right direction. We hope this motivates a few more people to get the jab and get back to earning a thirst!”

VB’s head of marketing Brian Phan said the campaign encouraged Australians to get vaccinated so people across the country can return to work and re-unite with family and friends.

“This will support hospitality and business more broadly by encouraging Aussies to get the jab so we can re-open all of Australia’s pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard earned thirst.

“VB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. Unfortunately, COVID-19 has taken nearly all of these activities away from us. And let’s be honest, you can’t really earn one 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.”

VB is owned by Asahi Beverages, which last year acquired Carlton & United Breweries.

Robert Iervasi, Group CEO of Asahi Beverages said: “Re-opening businesses and re- uniting with loved ones is critical for the wellbeing of all Australians. 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.”

Australian Hotels Association chief executive Stephen Ferguson threw his support behind the new campaign, saying: “We have all missed the social things in life like gathering with mates at the pub for a beer. The sooner we all get vaccinated, the sooner we can get all get back to living.”

Clubs Australia CEO Josh Landis added: “Your local club can’t wait to swing open the doors and start serving fully vaccinated patrons. It is so important for us all to get the jab so that we can enjoy an ice-cold VB at our favourite venues once again.”

The new campaign will run on TV in states presently in lockdown and across the country digitally, supported with some print advertising. It will run for at least a month to help Australia achieve National Cabinet’s requirement of 80 per cent vaccinations before wide-spread lockdowns end.

Credits:

Creative agency: Clemenger BBDO Melbourne

Production Company: Flare

Director: Nathan Christoffel

Post-production: FINISH

Editor: Sam Coates

Sound house: Squeak E Clean (Paul Le Couteur)

Media agency: PHD

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Melbourne, VB, victoria bitter
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Seven West Media’s Sales Boss Henry Tajer To Step Down
16/06/2025
ID Collective Opens Business With Blunt By Adding The Umbrella Brand To Its Agency Portfolio
16/06/2025
Criteo Reveals ‘For The Love Of Commerce’, “To Shape & Improve The AI-Driven Commerce Experience”
16/06/2025
Inside Selena Gomez’s Purpose-Driven Beauty Empire: Rare Beauty CPO Goes Beyond Gloss At Vogue Codes
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?