Can you feel it - V Energy Drink | Clapboard Ad Archive
V Energy Drink’s Can you feel it campaign, created in partnership with BBDO and launched in Australia in 2021, stands as an electrifying entry into the highly competitive food and drink category, forgoing overt product demonstration in favor of a visually and sonically immersive celebration of energy as a lived experience. Deploying bold cinematic craft and the instantly recognizable pulse of George Michael, the campaign taps into a cultural lexicon of vitality and momentum, positioning V Energy as less a functional antidote to fatigue and more a conduit to an amplified, heart-pounding state of being. Rather than relying on problem-solution tropes or head-to-head category comparisons, the work is constructed around what Clapboard’s taxonomy would identify as FORMAT#9—Symbolize the Benefit, channeling exaggerated visuals and heightened musical cues to evoke an all-encompassing sensation rather than the literal mechanics of the beverage’s effect. The film’s rhythmic pacing and lifestyle cues are engineered for a youthful, digitally native audience, syncing seamlessly with a generation for whom energy drinks are as much about identity and self-expression as physical uplift, and its digital-first rollout was met with substantial viewership in the millions, validating both creative resonance and tactical precision. By eschewing narrative linearity in favor of abstract, sensory association, BBDO’s creative team successfully differentiates V against market leaders defined by extreme sports, rebellion, or functionality, instead asserting the brand’s ownable space as a catalyst for everyday vibrancy and culturally charged engagement. Music, especially from an icon like George Michael, forms the emotional backbone of the piece, ensuring that V Energy remains top of mind as the soundtrack and synesthetic signal for an audience seeking more than just a caffeine boost. Clapboard rates this 64/100. For a global energy drink category often saturated with reductive hyperactivity and functional claims, Can you feel it matters because it signals the power of brand-owned sensation and cultural relevance as potent drivers of both recall and affinity.
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