A series of commercials for the popular Australian beer was filmed in Ballarat in May.

A sneak peek was released online yesterday before the first of the ads was shown during the drinks break of SBS' Ashes telecast.

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National marketing manager for VB Paul Donaldson said he was thrilled with how the ads had turned out.

"The response has been extraordinary," he said.

"There were tens of thousands of people visiting the website yesterday and hundreds of people calling us trying to get merchandise."

About 1500 Ballarat extras took part in the massive shoot, which saw Lydiard St closed for the weekend.

Groups of people marched in parade formation behind irreverent banners such as "cashed up bogans", "men batting above their average" and "people who dream of chucking it all in".

Celebrity cameos came from the likes of Michael Clarke, Wally Lewis, Molly Meldrum and Billy Brownless.

"We looked at dozens of cities all over Australia," Mr Donaldson said.

"Everyone is saying it looks great.

"There were two reasons we chose Ballarat - the city and the people."

The ads also feature a wind farm near Ballarat and an old hospital in Kyneton that was transformed for the giant pub scene.

Ten different commercials varying from 15 seconds to two minutes in length were produced from the shoot.