V Energy brings bugs back to spread positivity in new campaign via Clemenger BBDO Sydney
Australia’s favourite energy drink V Energy is serving up a big dose of the positive feels the world needs right now, with a new campaign from Clemenger BBDO Sydney.
Moving away from the traditional association of energy drinks and extreme sports, the relaunch campaign spreads positive energy instead, with the tagline ‘Can you feel it’.
The campaign sees the evolution of the ‘Bugs’ from the iconic TVC spots from the early 2000’s. In the new 30-second TV spot, the now human-sized bugs – Muzza, Kaz, Roz and Pook – personify energy, social connection and fun as they sing along to iconic upbeat soundtrack, Wham’s “Wake Me Up Before You Go-Go” on a road trip.
Working with multi-award winning production powerhouse Psyop has proven a winning combination, with the company’s best-in-class expertise of blurring the lines between advertising and entertainment clearly apparent in this campaign.
Says Jonny Croft, head of energy, Frucor Suntory: “Clemenger has created a campaign with some highly distinctive characters that reminds us V Energy can be enjoyed by everyone, challenging some of the conventions that exist around the energy drink category. We can all put a little positive energy out in the world through those everyday moments by getting together and having some fun.”
Says Chris Henbrey, senior brand manager, Frucor Suntory: “This campaign is all about reframing a category, broadening the appeal and challenging the status quo. It really captures the essence of the V Energy personality with creative that is aimed at connecting strongly with Gen Z and putting smiles on faces – at a time when we can all do with it.”
Says Darren Wright, executive creative director, Clemenger BBDO Sydney: “With the help of the amazingly talented crew at Psyop, we put four random bugs in a car and got them to sing along to the incredibly infectious “Wake Me Up Before You Go-Go” by Wham. It’s the perfect embodiment of V’s positive energy – and a fun way to launch the new positioning of ‘Can you feel it.’”
The fully integrated campaign launched on 23 July across TV, cinema, digital/social and radio, to be followed by a TikTok campaign for Gen Z.
Client: Frucor Suntory
Allison Yorston, Director of Energy and Transformation
Jonny Croft, Head of Energy
Chris Henbrey, V Energy Senior Brand Manager
Ryan Smith, Senior Media & Content Manager
Kaan Kocabay – Assistant Media and Content Manager
Creative Agency: Clemenger BBDO Sydney
Executive Creative Directors: Darren Wright and Brendan Willenberg
Senior Art Director: Miguel Gadea
Senior Copywriter: Nathan Moraza
Senior Producer: Jo Howlett
Chief Strategy Officer; Lilian Sor
Group Business Director: John Kim
Senior Business Director: Rachel Robinson
Senior Account Manager: Gina Talboys
Planning Director: Graham Sweet
Production Company: Psyop
Directors: Kylie Matulick, Todd Mueller
Sr. Producer: Andrew Gilson
Production Company: Sedona Productions
Managing Director / Executive Producer: Kim Wildenburg
Animation and CG Partner: Milford
Senior Sound Designer – Andrew Stevenson, We Love Jam
Music Supervision – Level Two
40 Comments
Nice one Miguel.
Marketing energy drinks to 8 year olds now? I guess if no one else will drink them.
An ad for Zoomers made by Boomers.
That’ll work
Top notch animation in need of an idea
Nice twist on the bugs from the launch campaign years ago. I like that they’ve gone from adrenaline-addicted Care Bears to full-blown sociopaths.
Actually loved it. Cut through and loled.
Or no one?
It looks amazing.
But it literally says nothing and has no humour or memorability about it. Beautiful craft let down by a total lack of writing.
What can I feel? The decline in my health after drinking a V?
I saw this on TV and laughed. And I know more than you.
Did they just do a hit and run?
But this is not going to reframe much. When I saw Make It Happen I was over the moon that there was a worthy successor to the genius that was The Massive Hit. All of that is now undone. A few bugs in a car are not going to open up a whole new world of customers for you. Innovation or portfolio management might.
Is this some sort of anti-evolutionist message that says caterpillars should stay true to their bug roots and not evolve into beautiful butterflies?
Cos I have no idea what the messaging is other than that.
It’s not going to win an Oscar but it does a good job of standing out. Especially when you compare it to what Coke or Pepsi do here.
Wouldn’t mind seeing this on telly.
Not take anything too seriously.
The ad: Bug has a V and good times happen
CB commenters: OH dEaR I jUsT cAn’T fAthOm wHaT tHis MeAns
God forbid people critique something for not having an idea.
Remember when V was funny?
This passes the vibe check. A bit of fun while we’re living in a dumpster fire. Don’t mind if I do.
… just what we need right now. Bloody brilliant.
Who is paying to leave all these glowing comments?
Nice one Miguel
This is the kind of spot that creatives hate but average TV watching punters like
Spasibo, I like this a lot.
So drinking a V is going to make me an annoying jittery mess?
Production quality is brilliant. Pity about the lack of stratgey and/or idea.
Nice one Nathan and Miguel
I like the end frame
Nice
Honk if you’re hornets! 👌
…..surely not the message you want for a caffeine + sugar heavy drink?
Other than that, stunningly good animation, stunningly forgettable execution.
It’s a laugh and is a bit different from the same sea of same sea of same if you see what i mean
But instead of a delicious cigarette and orange mocha frappuccinos, it’s battery acid in a can. And for some reason there’s bugs everywhere.
No ideas
This is baaaaaaaad
Impressive. Must have cost a fortune to produce but still won’t drink that shit.
Flat out the worst ad I’ve ever seen in my life.
I love this add makes me feel great, just the story of my life, going along great and bang something just smashes in your face , just let it go , sad things happen to us all, life is unfortunate but we just have to keep going, would love to have a combi van and good friends like those singing bugs. Love it. Haven’t tried the drink yet!