Mirroring the frustrations of lockdowns, after the ad flashes on a fan singing the lyric “How can I do this to you right now?” the song is rudely interrupted just as it reaches the pay-off of the chorus.The campaign video flashes happy images of the euphoric faces of fans at concerts over the song’s achingly melancholic lyrics about the loneliness of separation, and is guaranteed to put something in the eyes of gig-starved Australians. The band’s frontman Bernard Fanning said it was a no-brainer for the iconic rockers to lend their song to the campaign, backed by more than 400 artists and music companies, to help accelerate vaccination rates so live events can start up again nationally.“I think the power of using that song, whether you like it, love it or you’re sick to death of it, is you know what’s about to happen when it gets interrupted; the big pay-off, the drop of the chorus, never happens,” Fanning said.“There’s something about that song which seems to bring people together and we’re happy to contribute that, because it’s not just about music but comedians, theatre, dance, everything.“So there’s an opportunity there for us all to do something so people can get back to enjoying their lives and the industry can get back to enjoying their jobs.”The #VaxThe Nation idea was first hatched in July by a News Corp story by National Health Reporter Sue Dunlevy for the Call To Arms campaign, which approached advertising leaders for pitches to promote vaccination.Respected expert Russel Howcroft, along with his son Charlie’s Good One Creative agency, came up with the Stop The Interruptions message featuring the Powderfinger anthem.The idea was picked up by the band’s management and the new all-in Live Alliance, representing almost 200 venues, promoters and entertainment companies, to put their weight behind the drive to reach Australia’s 80 per cent vaccination target.Howcroft said the ongoing campaign would have phenomenal reach to a wide demographic not only because of the popularity of the Powderfinger anthem, but the power of more than 200 artists sharing the message with millions of fans via social media this week.The growing list of artists includes Jimmy Barnes, Midnight Oil, Amy Shark, Archie Roach, Celeste Barber, Hilltop Hoods, Guy Sebastian, Paul Kelly, Vance Joy, Daryl Braithwaite, James Reyne, Mark Seymour, Ball Park Music, Nazeem Hussain, Human Nature and Ocean Alley.“This is where I think it is going to contribute to getting to that (vaccination) finishing line quicker,” he said.“This isn’t advertising for advertising’s sake; this is genuinely designed to get us there faster and I believe it will.”The Live Alliance throwing money and professional services behind the #VaxTheNation campaign is the biggest coalition of tour promoters, music festivals, venues, ticketing agencies, record labels, comedy producers, theatre, opera and dance companies, streaming platforms and industry associations ever assembled in Australia.Alliance spokesman and Live Nation boss Roger Field said vaccination was the only path to halting the ongoing and catastrophic effect of lockdowns.It is estimated the live events industry lost 79,000 jobs, $23.6 billion of economic output and $10.7 billion of added value by the end of 2020 and it is not expected concerts or festivals will be back up and running nationally before 2022.“Now there is supply and demand for vaccines, there is a hope now we can all unite behind,” Field said.“The industry has always prided itself on being there for everyone when there is a crisis or disaster and this is our opportunity to our fans and to society, this is how you can help us, by getting vaccinated.”
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