Tooheys Extra Dry takes drinkers on the ultimate nocturnal migration in ‘Deer’ blockbuster via BMF

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Screen shot 2011-09-26 at 10.49.37 AM.jpgScreen shot 2011-09-26 at 10.49.46 AM.jpgThe Stag, which has been the Tooheys brand symbol since 1869 and was last used in 2006 for Tooheys New via Saatchi’s Sydney, once again stars in the much anticipated new television campaign for Tooheys Extra Dry (TED), via agency BMF Sydney.

Representing Tooheys Extra Dry drinkers as they gather together and experience a night out, the stags in the television campaign unite and share the ultimate journey – the nocturnal migration.

The TVC was shot entirely in Auckland over five intensive days and nights in both the city and suburban areas.

Screen shot 2011-09-26 at 10.49.52 AM.jpgThe television campaign features real deer, which for two months were trained by specialist trainers to ‘act’ out specific scenes for the commercial.

At all times during the shoot, two-metre high fences were erected to protect the closed off city and suburban streets and to enable the deer space to roam freely and come together naturally as a herd. It was many of these scenes of the deer congregating and migrating that have been used in the final commercial.

The commercial was shot by renowned director, Garth Davis, who has a long standing relationship with the TED brand, previously directing the ‘Tongue’ ad, and the recent TED ‘Portals’ campaign.

Screen shot 2011-09-26 at 10.50.00 AM.jpgPost-production company ALT.VFX used motion capture technology on the deer, recruiting specialist talent from all over the world to ultimately create what is the TED nocturnal migration.

The ad is set to The Prodigy’s epic track, ‘Breathe’.

Over the past six months and in a challenging market TED has returned to growth, re-asserting its leadership of the contemporary beer segment and cementing its position as one of the top five best- selling beers in Australia.

The TVC will be supported by an outdoor, print and digital campaign featuring stags as well as street posters and giant paste-ups placed around the city on nocturnal migration routes.

A ‘teaser’ print and online campaign kicked off a week ago to build intrigue and interest in the lead up to the TVC launch. The TVC will be screened on free-to-air and subscription TV nationally.

Agency: BMF

Creative Founder: Warren Brown

ECD: Dylan Taylor

Creative Director: Shane Bradnick

Art Director: Corinne Goode

Copywriter: Phil Sicklinger

Senior Planner: Simon McCrudden

Head of Television: Sue Hind

Art Buyer: Sarah Thompson

Head of Print Production: Libby Hams

Account Director: Tony Dunseath

Post Production: ALT.VFX

Colin Renshaw and Takeshi Takada

Production Company: Exit Films

Director: Garth Davis

Producer: Karen Sproul

Media: Zenith Optimedia

Digital: Holler

Client: Lion

Jon Bradshaw – Brands Director, Andy Disley – Marketing Manager, Judy Fraser – Brand Manager, Ben Davis – Brand Manager; Naomi Gavan – Assistant Brand Manager