Tooheys Extra Dry launches phase two of ‘Proudly Ordinary’ campaign via 72andSunny
September 10 2020, 9:33 am | | 22 Comments
Tooheys Extra Dry and 72andSunny Sydney have launched the next phase of the new brand platform for the iconic Aussie beer, ‘Proudly Ordinary’.
Building on the collaboration with the Big Lez Show and Betoota Advocate, this week sees a number of digital films and OOH go live, as well as further social content on the Tooheys Extra Dry Instagram.
Says Luke Martin, head of product, 72andSunny, Sydney: “We’re so happy with the initial reactions to this work. We made the work proudly ordinary, and are proud of combining traditional media with new media thinking in the form of the creative acts, resulting in a fresh way to think of beer advertising in Australia – especially with the heritage in this category historically.”
Client: Tooheys Extra Dry / Lion
Creative: 72andSunny Sydney
Media: UM
22 Comments
…nah.
Way to ruin the 72 brand with your mediocrity.
Seen Uncommons work for BrewDog – https://www.campaignlive.co.uk/article/brewdog-uncommon-real-most-honest-ad-ever/1584314
And Mothers work for KFC? https://www.thedrum.com/creative-works/project/mother-kfc-ain-t-no-small-fry
The KFC work was brilliant. The key difference was they actually improved their chips afterwards, instead of maintaining the mediocrity.
Same goes for Carlsberg and their “Probably NOT the best beer in the world” campaign.
No. Bad.
Delivers once again.
Carlton Dry tried to explore this sort of a territory once, but abandoned it as it just did not lead to good adverts. As this campaign is nicely proving.
Saw a billboard this morning and thought – why say you are a sh*t beer.
Reminder never to buy my boyfriend that beer, its sh*t
‘We made the work proudly ordinary.’
Continuing the recent 72 Sydney tradition.
Did this really need another press release? It’s just getting worse.
I like this – I just think the VO could’ve been more ordinary. Why not just get an ordinary person to do the VO? The Microsoft Sam thing gets old really quick. Could’ve added some nice character to it.
when success is making stuff for as cheap as possible and your only form of success measurement are social impressions – you’re gonna end up with this sorta shit. It looks good in the media reporting. But you’re only measuring spend.
Next step is gonna be a hard drop in the price to force sales success of campaign in November when you realise this sort of strategy (or lack there of) doesn’t shift product.
If people don’t realise your joking, which to be clear, these ads aren’t funny, so they definitely, definitely won’t, then you’re just reinforcing a societal perception that your beer tastes like shit.
In-jokes don’t make good advertising.
I drink beer, and like saving money, and I like it.
How dare you talk about Adelaide like that!
Oh I thought this beer was alright. Thanks for informing me to not buy it.
I only saw this part of it.
https://youtu.be/9w8u2zLPD6s
it’s so much clearer than all the official stuff.
also “at the end of the day, you’re not gonna say no” would have been an epic strapline for this campaign.
There’s ordinary/good
https://www.youtube.com/watch?v=j8y3BaRxUBs
Whereas this is just ordinary/bad bad bad so very bad
I seriously didn’t think this brand existed anymore… and the liquid is simply awful for today’s standards. Like these comms.
Old strategy that can work with charm and wit. These lack both and are just blunt and lacklustre.
Did you just insult my city? The best city in Straya?
Make sure you all in Adelaide do not drink n’ drive. I get too many Tow Truck call outs because people have lost their license and cannot drive their cars home. But Tooheys is not that bad, it could be worse… it could be West End which tastes worse than Adelaide tap water.
If you’re a fair dinkum, full grown Aussie, this is what you’d have for breakfast: a f*#king VB LONG neck. Ya dog c#*ts.