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This Sunday night VB will premiere the first TVC from its latest marketing campaign entitled "Real".

Developed with Droga5 Sydney, the campaign will feature a number of executions including two TVCs.

'Cry' is the first TVC to hit TV screens, and will be accompanied by outdoor, print and digital advertising across the country.

The second TVC, 'Slide', will follow later in the year, launching during the cricket.

"VB has always been an honest, genuine brand and that’s what Australians love about it," said Paul Donaldson, group marketing manager for VB and Crown.

The new campaign was developed from insights pointing to an increasingly superficial society, and asks men to take an honest look at themselves and pose the question, have I gone too far?

'Cry' features a number of vignettes telling the story of blokes rescuing their mates from superficiality. Neil Diamond’s song ‘Hello again’ provides the soundtrack to moments of self-realisation as the characters, with the help of their mates, finally grasp the extent of their superficial behaviour.

"We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers," continued Donaldson.

"Last year’s campaign ‘The Regulars’ reintroduced VB as a beer for everyone. The campaign nailed the brief and was very successful, with brand equity improving for the first time in five years."

‘The Regulars’ campaign was one of the most awarded alcohol ads in the world in 2009, winning a Cannes Gold Lion and a D&AD Black Pencil award.

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