Tooheys Extra Dry Celebrates ‘The Proudly Ordinary’ in animated campaign via 72andSunny
Tooheys Extra Dry has launched ‘Proudly Ordinary’, a new brand platform for the iconic Aussie beer, via agency 72andSunny Sydney
This sees the brand partnering with a number of cultural collaborators who will roast TED, as it celebrates being proudly ordinary, beginning with the Betoota Advocate and Big Lez, across film, digital, social and OOH. Further creative acts will launch monthly between now and Christmas, including Inspired Unemployed, Struthless and Gocsy.
“Working with 72andSunny and our wonderful partners meant really owning our brand truth – celebrating the proudly ordinary – and we’re thrilled seeing it out in the world.” said Amy Darvill, Brand Director, Lion.
“We wanted to embrace and amplify what was already happening in culture; Tooheys Extra Dry was being called out as an ordinary beer, which is the truth. The brand knows what it is, and what it isn’t, there’s no BS, it is proud to be ordinary. It’s not everyday you get a client partner confident enough to create this type of campaign and it’s been an awesome experience working alongside the team at Lion to get this project out into the world.” said Luke Martin, Head of Product, 72andSunny.
In the past couple of months, 72andSunny has been named creative partner by amaysim and Kraft Heinz, launched a new brand identity for Infigen Energy, created a campaign for global insurance company Chubb’s US Open sponsorship, as well as launched a new creative platform for Kraft Heinz’s flagship brand Golden Circle.
Client: Tooheys Extra Dry / Lion
Creative: 72andSunny Sydney
Media: UM
68 Comments
this is brilliant, here’s cheers to whoever thought it up
Love some Big Lez
This will be slammed by suits and planners, but it’s ballsy. I’d be interested to see if sales go up, there’s a massive market who just want a ‘normal’ beer, and Nollsy will send it.
love it. Well done guys
I agree. When I think of all the advertising that has gone before for TED, it was merely the entre to this visual spectacle. It pales in the light of this majesty. Truly inspiring work that will no doubt be picking up metal everywhere.
https://www.facebook.com/watch/?v=452820292102357
I remember Holden did a similar thing a few years back, worked wonders didn’t it?
Very interesting strategy. Tooheys extra Dry – the beer you have when it’s your only option.
Definitely very confident. Be interested to see if it works.
At the end of the day.. how good are ads that don’t look like ads.
…It’s a caricature, done by rich white boys. Over cooked and cliche’. Insulting, in fact.
@Interesting but…
Did you just pull that out of thin air? If you watch interviews with the creator you’d realise that absolutely isn’t the case. It was made by some talented young public school blokes on a government supplied laptop 0- using just Paint. Voice-overs are just his mates.
Couple of talented working class kids put together something original and entertaining and you pick them apart for their race and background. Why don’t you ahead and tell us your background and story and how you got your job? Fucking loser you are.
Was made in MSPaint on a 10 year old laptop by a bunch of druggo bodyboarders on the Goldcoast, ya gronk.
… the sh*T beer that no one wants but will slam back if it’s the only thing left? That’s how you want people to think of it?
You want people asking ‘who brought this sh*t’ when they find your beer at a BBQ?
Have I lost my freaking mind? Is this not the stupidest thing that has ever gone live for a client?
I wouldn’t buy it because it tastes like insipid swill. Here’s an ad that says “Yes – it IS insipid swill” Enough said.
Pass me a Boags, made from the pure waters….
Really great and bold strategy. Taking the piss out of yourself is an Aussie tradition. Love the love councilman too.
cool strategy. i’m getting over craft beer now, and prefer basic beers these days, clearly i mustn’t be the only one if they’re pushing this angle.
The strategy on this is spot on. Customers aren’t risk takers, they are drawn to safety. They don’t want an ‘amazing’ product. They want a safe product. And the execution – wowee. Well done.
This is actually great. Hats off to the clients for having some balls. The reality is, most young people don’t give a shit about your expensive craft beers and fake European beers. They just want the cheapest way to get pissed. This is the right strategy and great creative.
Deliciously ugly.
The best
https://www.instagram.com/p/CEIo5Z3DWg7/
An ode to the mediocre male.
Myself and various mates in booze client side (all over 20 years experience) think this is batshit crazy.
However, all the young creatives assure me it’s “brave and cool” and will work.
Genuinely curious to see the impact.
(I like being proven wrong…)
It feels different, and fresh. It’s just beer.
We’ve been brewing the stuff since we began farming, in the early bronze age, neolithic era.
When ‘artisan’ and ‘beer’ were words that simply meant ‘wanker’, and ‘fermented grain juice’ in the proto indo-european languane that was spoken by our early common ancestors. I imagine this is a reset, somewhat of a category defining one at that. Beer by its very nature and purpose is brutally average. Nice one. Skol.
the ms paint execution is tip top, love it
I bloody love this. They clearly understand the target market for the beer as well as big lez show fans. The tone and sense of humour are brilliant and on brand for both parties. This is a super good idea. That blurry screenshot is very odd tho
Finally, a brand that’s honest about itself. Not aspirational in the best way.
Will definitely drink a Tooeyes to this next time I’ve finished my other beers.
The OOH quotes are the best part of this campaign.
Should have just PRd those.
Personally I like the strategy.
Risky, sure-but at least it’s something.
This is the best thing they’ve done in a while
…is important when dealing with a very average product. Hats off to agency and client for taking that path.
Why is 20% of the beer missing from the top?
Ted – the potato chips of beer
you negative twats. Just crack a cold ted and geterupya.
There is a history of mainstream beer brands taking a similar strategy – John Smiths (No nonsense), Newcastle Brown Ale (No Bollocks) Carlton Draught (Made from beer). They all played up that the beer as not fancy, not pretentious, average beer. But somehow they manage to make you still think the beer is good. This one seems to take it a step further to say the beer is actually pretty crap. Fascinating to see if customers are sophisticated enough to see past that or if this steps over the line into unselling the beer.
nice of 72 to grace us with something that’s not boring wallpaper.
This is fucking great. Love it.
Where would 70% of these defensive comments be coming from I wonder?
You make the work. The blog does its thing.
Could it be less toxic? Yes, but if you want to get more positive comments, make work like donation dollar.
You’re completely wrong, a lot of the styles of beer that you’re calling ‘artisanal’ are actually quite ancient resurrections that were lost in the corporatisation of beer into nothing but mass produced malt water lager. IPAs started in the 1800s. Russian Imperial Stouts as well. Saisons date back to the 1700s. ‘Sour’ beers pre-date the Bronze Age. People who say ‘craft beer isn’t beer’ quite literally couldn’t be more wrong if they tried. If anything, TED isn’t ‘beer’ as beer was intended to be. But nevertheless, I agree this is a good angle for TED in the current market.
The beer you get when you don’t want to offend anyone, and are too stinge to buy the good shit is pretty much every beer any real aussie drinks.
This ad looks like it was made by a ten year old and it’s main message is ‘this beer is awful’.
How is that an ad?
You’re either old enough to have had a stroke, or living under a rock.
I like it. But one thing that troubles me is that they’ve spent decades and squillions telling us TED is special, only to tell us now that it’s not.
70andFunny
It’s a good strategy to position TED as the non craft, non bullshit beer. But the beer you drink is still a badge and positioning it as this low on the pecking order it makes it the last beer you’d ever buy.
Could be wrong but I’m picking a dip in sales.
It’s an I don’t give a f**k about your badge, badge.
Come, take a seat.
Made me laugh. Hats off for getting the clients to sign off on this.
Finally some brave beer work comes out of Aus.
Y’all need to understand the young person value of ironic counter signalling consumption.
Why do you think the Zoomers are wearing Crocs and drinking LaCroix?
Because they are poor and have no taste?
I really want to try one of these yummy beers.
This is a massive repositioning for this brand.
The script and execution is funny.
But I think Newcastle Brown Ale and Carlton Draught did it without actually saying “it’s a really average beer.”
I bought those because of their point of view – that beer advertising is ridiculous. That makes me the smart one.
This I’m being asked to buy because it’s average or worse. Which, if I bought it, would make me the dumb one, wouldn’t it?
Officially the worse piece of alcohol advertising ever to come out of Australia.
Officially Lion marketing has lost their way.
The amount of action without thought is why the Lion path of carnage is long.
Resorting to White Claw as their big white hope speaks volumes. I guess Corona propped them up for a while.
Long live Great Northern and the great CUB brand building machine.
But even if you’re going for the young guns and want to get a bit “meme-y” that whole sub-culture is based on the wink, not the huge kick in the face of “we’re the shittest, you’re the shittest too, so why not?”
Happy to be proved wrong because I think it’s a move in the right direction for TED, but I think you might get a lot of shares but not a lot of $$ over the counter.
Lion goes one extreme in marketing to the other.
100% agree this misses the mark in leaving the beer without a redeeming feature like other irreverent positionings have managed to pull off.
BUT
I hope it works.
Cause “creatively” it’s a a shitload better than the crap Lion usually makes, which also hasn’t been the best for beer sales.
Ad is kinda funny and stands out. Strategy is questionable at best. None of this masks the fact that the beer is absolute pish. I wouldn’t touch it even if the brought the tongue back.
So basically Tooheys want me to think that when I’m buying beer, if there’s anything else available I should buy that instead of theirs – because theirs tastes crap.
Right.
Your argument is that you’re all idiots?
I like it. But my only quibble is they spent years and years positioning the beer as special, only to now say it’s the very opposite. What gives?
@ok boomers
If you think ‘ironic counter signalling consumption’ is new you need to look back at some ads, since about the 90’s. Maybe try: L&P, ‘World famous in New Zealand’. Irn Bru, ‘Made in Scotland with Girders’. Miller high life. Ok cola. Miller, ‘I can’t control my arm’. The other beer brands mentioned above which all use irony and underplay the ‘sell’. They aren’t called ‘Generation X’ for nothing.
Next time I’m out I’ll drink it.
Creatives come up with this shit all the time but for a client to buy it is another thing all together. From memory I hate TEDs but this makes me wanna double check. Well done.
More of this, please.
I love the not give a fuckery, oops I swore. Props and pass me a beer kient.
Absolutely wonderful, congratulations!
Oooh look, same artist.
https://www.facebook.com/watch/?v=452820292102357
Absolute rip off. For all those lauding this as great work, cutting edge and in touch. Bunch of numpties that if they were so in touch would know this is the biggest copy by a brand ever. Appalling rip off by Lion.
This ad was never going to get a good response on here. Too many boomers not getting it, or worse yet. Mid-to-late 30’s who are out of touch, but wear a snapback to work to relate to the juniors. Good ad if you know what’s going on. It’s not for the rest of you.
Mate, you can believe in generational horoscopes all you want, but the gronks that don’t get this, have more than their age to worry about. Remember though, you’re a Semi, bipedal primate living on a fast spinning watery rock. In an eternal universe, that could quite possibly be just a simulation. And this is just an ad. So don’t get so offended.
Advertising in AUSTRAIA is so bad