Tooheys Extra Dry ‘Portals’ TVC launches Sunday: sheds new light on wandering beers
Lion Nathan will unveil its new brand campaign on Sunday, when the latest Tooheys Extra Dry TVC hits TV networks nationally.
Created by BMF Sydney and directed by Garth Davis via Exit Films, the TVC is set in a world of interconnected house parties and follows a regular guy’s journey to the clean crisp taste. It will be seeded online to fans today as a sneak preview to the official launch this weekend.
Agency: BMF, Sydney
ECD: Warren Brown
Creative Director: Shane Bradnick
Art Director: Carlo Mazzarella
Copywriter: James Pash
Planning Director: Simon McCrudden
Account Management: Karen Martin, James Kennedy, Lex Higlett
TV Producer: Sue Stewart
Production Company: Exit Films
Director: Garth Davis
Production Company Producer: Karen Sproul
Post Production: Cutting Edge
Visual Effects Supervisor: Colin Renshaw
Music Composer: Electric Dreams
Digital Agency: Holler
Media Buying Agency: Zenith Optimedia
68 Comments
kinda boring
Very nice. Finally, the follow up to ‘Tongue’. KInd of like the Rocky series – Good first movie, good last one with a bit of nonsense in between.
Great – if I had to be picky the tongue ref didn’t really add much, prob a client mandatory though.
The tongue returns… nice.
Nice one. I like it.
Clever to find a new beer insight which also ties in with the previous work.
Nice one, would have left the tongue out though. Doesn’t need it.
The tongue is a nice reference to the original, which was the best TEDs ad by far. They should slip the tongue in where ever they can – words to live by.
The inner/outer space travel is not only unnecessary, but it’s badly executed 3D, and why bother? Once the laconic slacker hero disappears from the party without beer, the transition space could just as well have been a black void, as opposed to some icy wormhole, because the real interest lies in the party that still has a beer supply, and the slump-shouldered Gen-X,Y,Z getting back to the original with the goods.
Too bad the Sci-Fi wank had to be a part of the plan. A missed opportunity I reckon to keep the gag simple and to avoid the absurd planer shifts and the plastic looking lunar/arctic surface with the molten interior lighting (what a mishmash of visual references based on a conflicting pile of tired film worlds). The tongue could just as easily made his appearance at the second party, in the bathroom, near the Tooheys, maybe stuck to the dry ice, like an eight year old’s on a metal surface in Winter.
Over thought, by half.
This is nowhere near as good as the last campaign done by Gary Freedman and Glue…
Only kidding, those last 2 spots were rubbish. Well done Garth and whoever is running TED for Lion this week.
I really really really really really wanted to like this.
I can just hear the client now…”you guys keep selling me this new age cross channel digital shit….you don’t know what’s right. The only time it ever worked was with Tongue….give me another one of those”.
I don’t blame the agency. I blame a nervous client that got burnt a couple of times (harvested, 6 beers, then that weird black and white shit). This is way too safe for this target.
Sorry guys.
Love the guy’s face when he spots the two beers as he surfaces in the tub. On the whole, a lot less pretentious compared to the last few ‘epic’ beer ads we’ve had to endure lately.
Like it
Over thought by half 1:27?
Pot meet kettle.
Still, I agree with you in essence. This ad gets a big MEH from me.
To mr 127pm. You are so Sad and bitter and boring, and over written by a half.
Brilliant!
Clever and unpretentious. Agree that the tongue wasn’t essential, but still nice to have the link.
You people are never happy with anything.
It makes me sick to think that the only idea you’ve ever had was to bag creative out on campaign brief. And guess what.
That’s far from original.
Put your name to it and prove your opinion actually matters…
Kind of didn’t go anywhere. Almost wanted it to be longer to see the different type places the portals would take him.
Isn’t the lead guy is a tool though? Rocks up to a party with no beer, can’t find anyones to steal so sneaks through a dimensional portal to snake another parties beer. What a prick.
2 & 3/4 stars.
Great stuff – makes me want a beer more than I usually do on a Friday afternoon…
Congratulations Pash and Carlo! I’ll bet you had fun making it.
/jealous
//stuck on many a retail brief
Made me smile. And now I feel like a cold beer.
Noice. Job done.
really confusing. Can’t tell what’s going on.
I like it right up til the actor’s performance at the point he arrives back at the party, which doesn’t quite finish the ad off as well as I’d like. He needs to bring back some new attitude or energy from the TED party
I think the Tongue is a nice link back that most punters won’t get, but a reward for brand loyalists
Captures the desperate feeling we all get when there’s a beer shortage. Makes me want to dive head first into an icy laundry sink.
Just listen to yourselves…
http://www.youtube.com/watch?v=__2f-coPA6M
“Captures the desperate feeling we all get when there’s a beer shortage. Makes me want to dive head first into an icy laundry sink.”
come on mate, don’t talk to us like we’re the client
Brilliant. Insight. Execution. Brilliant.
To 4:23. I thought this was a place to share opinion. If you don’t have one about the tvc, don’t post.
4:38,
we all know this is a place to bitch and moan.
WTF was that? I don’t get it.
@4:22 — hands down winner. your rock.
Now this is why I love TED. Fucked up brilliance.
Garth did that? About as disappointing as Steve Rogers Maccas spot.
4.22 haha, pearler
just proves you can’t go back to same old source and get anything better.
HAHAHAHA
4:22
COMMENT OF THE YEAR.
this isn’t very good. why revert back to the tongue? jesus!
sorry, for me it’s a nothing ad.
should be time for a pitch and a new agency.
This shows how hard it is to do a good beer ad.
15-18 year olds would probably like it.
I’d rather fall into a toilet than drink that rubbish
@ 1:27….
Oh dear… it seems you may have something stuck in your icy wormhole… If only you put as much thought and effort into your work as your over-written and pretentious CB comments, you might be producing work that actually generates a positive response, let alone any respone at all.
Nice work on the spot! An interesting idea, and some entertaining direction and visuals. And hey…. Garth did do the first tongue… let him unleash it again, even if it was mandatory.
As a random surfer, coming across this sight and reading comments is hilarious. Obviously the only people that write on here are in advertising and have either chips on their shoulders or are friends of the creators. My 2 cents.. it’s just another TVC. Nothing memorable. However, refreshingly it looks very good and sound excellent.
3:04, and so many others:
It’s truly amazing how many people become offended by critical commentary on this site, and instead of arguing a point, choose to attack the commenter for his/her remarks.
One would have thought that the entire point of the blog was to encourage critical debate, and hence the anonymous option that should allow individuals to speak their minds without fear of professional reprisals, in what is a very small and too often provincial creative community, but to the contrary the majority of the comments are either ‘attaboys’ for the creators, obscene or childish dismissals of the work (‘it’s disappointing, it’s boring, it’s shite’), or ad hominem attacks on those who dare to offer a critical opinion.
It’s a free forum provided by CB with an opportunity for everyone to speak their minds, so let’s have something to say shall we. Agree or disagree, but let’s thicken the collective skins, and for all our sakes, remove the cultural chips from the shoulders of Australia.
Indeed, 1:27. You sound like you have nothing to do. Get busy!
I don’t get it.
But it looks and sounds awesome.
I am not sure about the direction of the ad itself, I think I like it. The visual effects are stunning however, I have been watching this post house for a while, they seem to be getting better and better. Might have to sling a few quotes their way me thinks!
I’m thinking 1.27 and 6.32 are the same person. Lots of big words, lots of hot air but not much substance.
The ad’s well made and will appeal to the target market. So thumbs up on those grounds.
1.36:
TED is a high volume mainstream beer thanks to one commercial they did a few years back. The problem I had with the last couple of campaigns (particularly the music campaign) was that it was trying to take this big mainstream beer back to an underground cool vibe. There’s a reason vb and Carlton draught don’t do it… It doesn’t work. So it’s no surprise TED has gone back to big TV as that’s where the 40 pub goer is. In reality, they’re the ones that are drinking it now.
3:57 – Look out for those big words. They’re scary.
Boil it down and it’s the ‘cupboard’ from the Narnia Chronicles re-worked as a beer ad.
Quite nice though, and a lot of fun.
stinker
Nice stuff BMF. So happy you didn’t continue with that peg thing.
@ 12:06pm – Hmmm this sounds like an insiders comment. “Me thinks”, I know who says that. Now, where’s my skinny flat white?
take one of those pegs from that last ridiculous campaign and place it on your nose for this. stinker
Finally Toohey’s Extra Dry is back on track with their advertising. Love it.
I like it. Makes me thirsty. And horny. Cause there’s chicks at the party.
That’s enough innit?
Nice work. I like it. A refreshing change from bogan beer ads this country has come to expect. The tongue appears like an afterthought shoved in by the client.
Looks like there is plenty of scope for other portals and party themes for future TED ads in this campaign? Am looking forward to it.
GREAT AD
LIKE THE WAY HE POPS HIS HEAD FROM THE BATH TUB
GREAT JOB CARLO YOU SHOULD BE VERY PROUD OF YOURSELF
WE ARE ALL PROUD OF YOU.
All the sour commentary is hilarious! Wait and see if the campaign actually shifts sales or improves brand recognition before you start whining.
Also, it’s great to be passionate about your industry, but you all REALLY need to get a life.
I actually enjoyed the ad. It’s fun, on-brand and has great talkability.
Regarding Ryan @ 2:21
There’s really nothing quite as humiliating as being told to get a life from someone named Ryan, especially when he throws around terms from last semester’s Marketing for the Mentally Challenged seminar, like “great talkability” and the ad being “on brand”.
The definition of the word TOOL, I’m thinking, but they’re out there, like the body snatchers, an entire generation of Ryans, shifting sales, improving brand recognition, and keeping the world safe from any real creative thought.
OMG, help!
How are you supposed to work this thing out unless you’ve read the blurb.
Maybe Weetbix and TED should have worked together, and saved costs, on the space bit. After all they’re both part of Photon. And they need all the help they can get.
Excellent work.
anyone know what the 2nd song is called? The song when he goes to the other house lol.
Would really appreciate someone to reply to this =)
As if nobody can understand it, it’s an ad about tooheys extra dry related blackouts…
A happy version of the toilet scene from Trainspotting – with added beer and girls – what’s not to love?
A happier version of the toilet scene from Trainspotting – with added beer and girls – what’s not to love?
Sorry to be ‘that guy’ but does anyone know the name of the first track? the bluesy, kind of black keys one? thanks
Tom, i dont know exactly, but it sounds alot like a track i have on my ipod called “spheres of fury” by hecq Vs excillon, except with a dico beat instead… hope this helps…