Real teams including the Blues perform iconic ‘How Do You Feel’ jingle in time for the State of Origin in new campaign via Thinkerbell
Tooheys, the beer of New South Wales, is raising a stubby to real teams around the state, including the Blues, in the next iteration of its ‘How do you feel’ campaign via Thinkerbell – just in time for the Ampol State of Origin Game One.
The latest work is the first time the iconic jingle has been performed by real people, featuring a diverse cast of teams from all corners of the state – all celebrating their teamwork over a Tooheys or two.
Alongside the Blues, the spot features staff from the Tooheys brewery in Lidcombe, the Skate Crashers roller derby team from Marrickville, and a team of horse musterers in Yarramundi, amongst others.
The film is being supported with proximity OOH at Accor Stadium to bolster the brand’s activity at Game One, showing a Blatchys Blues supporter alongside the distinctive Tooheys brand asset.
Says Chris Allan, head of marketing – core beer of Lion Australia: “From the brewing floor to the pub, Tooheys is served, and consumed by many across NSW. The teams featured in our new work embody the breadth of teamwork across NSW and then celebrating afterwards over a Tooheys or two.”
Last year, Tooheys revived its iconic “How do you feel?” jingle four decades since its release. Tooheys and Thinkerbell once again collaborated with the jingle’s original custodian, Allan ‘Jo’ Johnston, in the latest modern iteration of the campaign. This year’s work features new verses that champions the collective power of teamwork.
Says Zac Goldberg, head tinker, Thinkerbell: “It’s an honour to continue the legacy of the iconic Tooheys brand platform and jingle for another year. It’s a campaign with a rich history of showcasing real teams and now their singing voices too.”
The work launched earlier this week and will roll out across television, cinema, online video, social, OOH, and radio.
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Director: Mitch J. Green
Production: Larchmont
Post Production: ARC EDIT
Sound: Sonar Music
NSW Teams:
Westpac NSW Blues
Different Strokes Dragon Boat Club
Inner West Roller Derby League
Shakespeare Hotel Chefs
Performance Livestock Wranglers
B Sharps Trivia Team
30 Comments
(That’s all.)
The best bit of this is the poorly mocked up fake billboard. That’s the best bit
Fun lads
Much better than the last one. Well done.
Nice work Mitch and team.
My first reaction would be “shit, he’s having a stroke”
Fantastic. Captures the spirit of the brand.
That’s painful. Real hit and miss work from Tinkerbell lately
… and improved.
I feel like moving overseas. Cultural cringe has never been cringier. The originals didn’t blow so hard.
Young league players and alcohol. What could go wrong? Guess I’ll take it with a pinch assault.
Love it, the roller derby team is awesome. Good work lads
Tough day to release some mediocre tv ads. Telstra showing you how you can make tv ads and Tooheys showing you how you shouldn’t.
What’s the point of even making it if there’s nothing distinct or memorable about this ad?
Feels like a missed opportunity…
Australia needs less of this kind of work, and more of the kind of work that Telstra is making.
Dragon Boating, Roller Derbys and Rodeos… way to connect with broader audiences
when the league players performances are the most natural part of this… the rest of the cast looks like they’re visibly cringing.
Why does so much Thinkerbell film just miss the mark?
An ad the industry will love vs an ad that will work it’s socks off
The industry loved the big ad. Punters still remember it.
Honestly, I think it’s a great ad for Tooheys and the audiences will love it.
Telstra is fantastic, but I’m sure at the pub watching footy Tooheys gonna do great
Seriously, which self-respecting 17 year old would want to sing this song at their mate’s next birthday?
Really mediocre craft.
It makes it even worse now that there’s no chance of the blues celebrating an origin win. Will you be editing that bit out?
So we’re still making white washed ads?
I can’t believe they are PRing that woeful OOH Creative. No craft dept at Thinkerbell?
I can’t believe those that are moaning.
How Do You Feel? I feel Like A Tooheys is arguably the best slogan in the history of Australian advertising.
Sure the ad is nothing special but the target market will drink it up!
Well done Thinkerbell.
Think we are missing some sub copy from the OOH…
I feel like a Tooheys or 2 (but must be consumed two hours apart in order to fall within responsible drinking guidelines)
I feel like an icepack.
This is what it should’ve been….https://www.youtube.com/watch?v=6yS9qIm8HLU