V Energy wants to help people escape ‘The Procrastination Place’ in latest trans-tasman campaign via Clemenger BBDO, Sydney
Gen Z and younger Millennials (18-25) have big goals, but are living in the most distracting time in history. This is where a little guarana-powered liquid motivation comes in. The first phase of the new Make it Happen platform developed by Clemenger BBDO Sydney has launched in Australia and New Zealand, and features TV, cinema, digital, social and OOH.
The launch film – which draws on meme culture and the deepest parts of the internet – was brought to life by Sweetshop’s Damien Shatford.
Says Ben Coulson, Chief Creative Officer, Clemenger BBDO Sydney: “Procrastination, it’s something 99% of us do, and the other 1% lie about. But V will be there for us when we need a good kick right in the procrastinations.”
Says Frucor Suntory Head of Consumer Marketing, Jonny Croft: “We’re super excited to see a genuine consumer insight land a whole new brand platform for V, and really open the brand up to a whole new generation of consumers across Australia and New Zealand. The work is distinctive, extremely relatable for our consumers, and firmly plants our flag as the brand that uniquely helps you Make it Happen.”
Agency: Clemenger BBDO Sydney
Chief Creative Officer: Ben Coulson
Creative: Josh Aitken, Vanessa Robinson, Willy Maitland
Planning Director: Rob Harding-Smith
Producer: Denise McKeon, Katrina Maw
Design: Daniel Mortensen, Alexandra Kidd
Client Service: Gareth Pask, Melanie Spence, Isabell Timar, Su-Ann Leong
Production Company: Sweetshop
Director: Damien Shatford
Executive Producer Greg Fyson
Edit: Luke Haigh via The Editors
Post Production: Blockhead VFX
Music & Sound: Otis Studios
Media: OMD
Client: V Energy, Frucor Suntory
Chief Client Officer: Cam Davidson
Head of Consumer Marketing: Jonny Croft
Senior Brand Manager: Chris Henbrey
45 Comments
Wierd, but good wierd!
That’s a weird way to spell weird.
Not sure what i just watched but i think that’s the point
I sure a bunch of people will soon tell us exactly why this is wrong, but I’m dig’n it. Makes total sense to me.
I like it
But where are they going to put the 30″?
If it gets me that high, I’m all over it!
It’s good advertising.
But when I drink that shit I do anything but focus….
Very fun. Really like it.
And the right amount of weird. Well done, nice spot!
very nice. A truth anyone who has been stuck down the internets rabbit hole can relate to – this is has got VRobinson’s fingers all over it!
I think the agency must have been procrastinating during the creative process.
This is Skittles, Old Spice wannabe work. Sorry.
Should have been an ad for LSD
What a mess
Funny. This will stand out like dogs bollocks.
hahaha this is awesome!! I had to watch it 100 times to see whats going on in the background. Its so weird! Nice work. Great line!
Sure it’s an insight, but isn’t this true of the whole category? V Energy used to have a great brand and a differentiated one at that, but “make it happen”? Seriously? This is just category generic work, and trying so hard.
Category entry points and salience young Padwan
I’m biased but I bloody love this.
LOVE IT!
This is fucking great. Fuck off, naysayers.
Congrats Clem’s Crew, Sweetshop, Damien on delightful sugar rush.
Australia should make more of this and less of that earnest shit.
Ideas don’t gel. Sound and ‘music’ is oddly mixed and creative feels too try hard. I’m not a ‘nay sayer’, but this is not working on too many levels for it to work with the ‘inner city hipster crowd’ it’s obviously pandering to. Confused. The colours are great tho
Someone can still make fun silly stuff in this over scrutinised age.
Great job peoples.
really lovely work, good fun, continuing a good brand vibe.
Seriously, the people who continue to bag work this good? It could be argued they’ve never actually got a good piece of work up, ever.
by the obvious marketing from the white boomers who need this crap to get thru their day.
Nice.
This shit rules. Loosest joint of the year.
Fuck off with the pretentious poverty-porn vignettes for big banks.
Sure if you think Skittles, Kuntz and Old Spice somehow own absurd humour then it’s a sign of how fucking boring we are in Australia.
Go back to writing some more backyard cricket jokes boys.
Great work. Bang on target. Love it.
Great direction and exceptionally produced.
This captures Gen Z humour very well!
@u-oh/…won’t be fooled:
Big fat clue – 18-25 year olds aren’t most millennials (24+) or “inner city hipster crowds”. Not sure if you’ve read Domain recently but it costs $1.5M to live in the inner city. Not many 22 year olds rolling around with that cashola. Let alone ones with a side gig.
I don’t even work at Clemenger, but I’m less biased than you.
Whether this is great, good, bad or ugly, who cares. At least finally someone is having some fun and taking some chances. Great for the target audience.
very fucking noice
Surely only the desperately dull could fail to like this.
Ugh, more white men on TV
And we pay tribute to his holiness, Noel Fielding.
This is batsh*t crazy, and I love it. Must be inspired by all that Japan work.
Remember when this job was fun? This reminds me that this job is meant to be fun.
This makes me so happy! Finally an ad that doesn’t take itself too seriously. Well done from V.
Yes, yes yes!
Procrastination is super smart strategically. We all do it, V can help. It’s entertaining and no one else has used the word in advertising. Sets the brand apart and is a long term platform V can have fun with. True to the brand, original, funny. Great work.
Hat tip to the director as well. Really nice job all round.
The creatives must love Mighty Boosh
You have clearly never worked on packaged goods? Growing the category is what you do – especially when the category is probably taking a huge hit to the anit-sugar movement. This is a long way from Red Bull or Mother, it’s distinctive. Next.
Quite a hard script to do well, but Shadford has nailed it.
This is good unboring work