Bella Katz on Twitter, Facebook, LinkedIn

I’m just a little perplexed at the Raise a Glass advertising campaign currently screening on Australian TV as brought to us by the RSL, Legacy and… Fosters’ VB. The ads are filmed as moving tributes to fallen veterans, retold by  ex-service men and women, friends and family members. At the end, there’s a shot of an empty seat with a full beer glass and a heartfelt but stoic voiceover plea for the nation to raise a glass in their memory.

In the opening seconds of the first ad I watched, I was touched by the story being told, but when that camera panned across to the beer glass I just thought “Please no… don’t let this be…” and when it was, I thought ah VB, shame on you.

Like the rest of us I enjoy a wine and yes, I raise a glass with friends and family to celebrate occasions. But this ad makes me cringe, it feels a little too much like VB has caught me at a vulnerable moment and turned my celebration into a sponsorship opportunity. 

The media release on Fosters’ website says the appeal aims to contribute more than $1 million to support serving and ex-service men and women, fallen veterans and their families. It’s an amazing cause to support. 

Unfortunately, VB has taken the cause (in a country where binge drinking is a massive issue) and added a rather nasty little condition: The more VB beer we drink, the more Fosters donates to the appeal.

And that’s just sad, isn’t it?

PS. They couldn’t just donate money and not tie it in with consumption?

Yes, that is General Peter Cosgrove saying “One simple way you can honour the sacrifice is…” by drinking more VB.

…vs the DrinkWise ads running at the moment. Does this campaign really stand a chance?