How much is too much?

The new VB ad by Droga5 is surely one of the most anticipated ads ever produced in this country.

VB is an Australian icon. And everyone, and I do mean everyone, cares about VB. Even people who don't drink it!

I'm not a big fan of the new ad to be honest. But I'm sure plenty of people are.

My problem, and I believe it is a problem, is with the amount of times the ad is running during The Ashes.

It runs in virtually every ad break.

Over and over and over.

Now I'm no expert in the theory of reach and frequency but surely there there is a limit to how many times you can interrupt a show with the same ad.

Any media planners out there care to explain why VB are doing this?