Rapper Lil Pup comes up short when he goes head to head with himself drinking a V energy drink.
The video satirizes the big life rap culture, featuring the rapper Lil Pup as he arrives at a lavish mansion in a luxury car with his entourage of friends, fierce and attractive women. The song title “My Money$” appears on the screen followed by Lil Pup rapping in front of a second car about his affluence.
In the style of a classic ad, the rapper is interrupted by another version of himself, called Lil Big Pup, who appears as exactly the same except holding a can of V. The series of ads shows the two battling each other in rhyming and popularity, tying their shoes and hover boarding with Lil Big Pup always coming off as slightly superior.
In the new campaign, they use the now famous catch phrase “The Massive Hit, That Improves You A Bit,” followed by the successful launch of three others, bearing the same slogan. It includes short 15 and 30-secondinstallments, as well as a full-length rap video that will run on Australian television networks, in cinemas and online.
The film was shot in Miami by Finch production house and was curated by the Australian advertising agency TKT Creative. The team recognized the immensity of the well-established V campaign when they took on the project.
Ben Clare, the creative director at TKT Sydney said:
“Creating communication platforms is a tricky business. Creating ones that endure and are celebrated for their creativity and effectiveness is trickier still.”
We think that the simple, light-hearted V campaign, emphasizing with candour of purpose of the energy drink, won’t be going anywhere soon after the addition of this amusing new episode.