This two-minute television commercial formed the spearhead of ‘The Regulars’ campaign for VB beer. Australians, proud of their ability to laugh at themselves and others, are notorious for categorising people according to their appearance, their habits, where they live, what they do, their strengths and their weaknesses. It is this exceptional Australian ability to deliver the backhanded compliment that this epic taps into. Because VB beer is for all kinds of people, we created a real parade, celebrating all Australians and the groups they belong to, including ‘Blokes Punching Above Their Weight’, ‘Men Who Should’ve Read The Instructions’, ‘TheManscapers’ and, of course, the all important ‘Brewers’.
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