Unlike some energy drinks, V doesn't claim to transform you into an extreme athlete or make you defy gravity, it just improves you a bit.

To dramatise this, we created hip-hop star 'Lil Pup' and introduced him to his V-drinking doppelgänger 'Lil Big Pup', then faced them off against each other.

We also created a music video called ‘MA MONEY$’ - a full length rap battle that debuted on MTV.