TOOHEY’S HELPS AMERICANS WITH ‘CARB RELIEF’ IN NEW WHITE STAGE CAMPAIGN VIA SAATCHI & SAATCHI
Lion Nathan has today revealed details of its first advertising campaign for new low carb brand Tooheys New White Stag. The ‘Carb Relief‘ campaign, developed with Saatchi & Saatchi Sydney, launches on TV screens on Sunday night and is designed to communicate the brew’s low carb credentials in an engaging and innovative way.
”The ‘Carb Relief’ executions are tongue in cheek and aim to deliver the brand’s low carb message in a tone that resonates with beer drinkers,” said Brett Grebert, Mainstream Marketing Director, Lion Nathan.
“Tooheys New White Stag is the first low carb beer developed specifically with traditional mainstream drinkers in mind, and has the backing of the great Tooheys New brand personality that has been built over the last century,” Brett said.
The ‘Carb Relief’ campaign introduces the idea that by drinking Tooheys New White Stag, which has only one third of the carbohydrate content of standard full strength beers, Australians can ‘donate’ the remaining two thirds to Americans.
The 60 second launch TVC, which will go to air on Sunday night, charts the progress of an innocently misguided aid effort to donate the surplus carbs to the American public. The story focuses on the work of dedicated Aussie aid workers who drop crates of ‘carbs’ out the back of a cargo plane into the lap of bemused American towns and villages.
The launch TVC will be supported with 30 and 15 second executions which will run from this weekend through to the end of November.
The ‘Carb Relief’ campaign will also be supported by radio, newspaper, bus and outdoor, as well as a consumer website developed by Holler Sydney. The website, www.fortheloveofbeer.com.au will go live on Sunday evening, giving consumers access to exclusive unseen footage, product information and competitions.
61 Comments
Maybe a funnier in could have been help make America the fattest nation again, they really miss it. Cause Australia is, yep… the fattest.
I don’t get it.
That song is very pretty, though.
i) All beer is low in carbohydrates;
ii) No company knows how to waste money like Lion Nathan;
iii) If other ideas were pitched, my God they must have been appalling.
The Relay was good. This is not. sorry. Its just trying too hard.
The Beer Relay was believable and the talent was great.
This is far from believable and the talent is really chessy.
I’m really surprised.
Nath.
Nicely shot.
Bad Acting.
And I’m not sure if people will get it. I had to watch it twice.
first the relay, now this.
why is tooheys making all of these ads that feature america?
this is a horrible idea
Ha ha. i think its pretty funny.
Check the video of mullet guy. hahaha
I don’t get it. First you have an American who has the honor of running with the beer in the beer relay. And then you dump shit on his arse?
I really loved the relay (especially Morocco & Africa) but this just doesn’t compare. Trying a little too hard and not really funny.
Pete.
Great Agency. Great Creatives. Is it the client? Then again Relay wasn’t bad.
I think it’s great, still waiting to see the VB stuff?
Not bad but why wouldn’t you have the yanks eating the carbs? That would be funny.
I think its the best ad ever to come out of Australia. In fact, i’ll go as far as to say its the best beer ad ever. Thats right, its better than ‘evolution’ and its even better than ‘real men of genius’!!!!
Well done.
For the love of beer do something worthy please!
– Beer lover.
People jumping out of a plane, people dropping carbs out of a plane…
People going to the ends earth to get a job at a beer factory people running around the ends earth to prove tooheys has great ideas…
People running around new zealand talking about beer people throwing shit into the sky until some brown acid rain pours out of it…
I’m going to trust my tastebuds on this one. If it tastes better than the other low carb beers you got my vote. But not because of the ad.
Less is more, please don’t try as hard… relax a little…
shmoke.
a great idea – surprisingly i think it’s the direction that totally lets it down. i want to punch that chick for her terrible hammy acting. poor result for such potential. no intrigue or energy for a sixty. i have to say this is not better than ‘relay’ and even that was forgettable.
L
1:42, man of genius you are not.
Not even close.
No seriously, a long long way from it, bout as far as Britney from talent.
We’ve got the best beer – so we’re going to do a relay
We’ve got low carb beer – so we’re going to dump the rest on America.
We’ve got (insert something) – so we’re (insert something random.)
Nice idea. I like it.
Anything that dumps on the yanks. Got my vote.
DK
Well done Saatchi guys. Ignore the doubters!!
Loved everything other than the main talent. Takin’ the piss out of Americans is always good for a laugh.
Dumb idea delivered in an overcomplicated way. Just terrible guys. The worst beer ad I’ve seen in a long time and it would have cost a bomb too. All that talent in one agency and this is what you produce?
I would NEVER have understood it without the explanation and I’ve got an IQ of 143.
one word: gay.
Cool idea, badly directed.
Would’ve been funnier set at ground level, with Americans enjoying the carbs. The current ad could’ve been the 15 second setup…
Liked the idea.
Liked the music.
Loathed the talent.
Better luck next time.
Fosters will be pleased.
Judging by all these comments i thought i was about to watch a Bing Lee ad.
I don’t mind it at all. Its an interesting way of saying Low Carb without doing the obvious. Really nicely shot and directed.
Well done to all involved.
Benny
Another piss-take commercial. This approach is so rampant that one day, all brand credibility/soul will be eroded. Gone.
Then you gotta start again like Coke are doing. This is a weird world.
Comments?
Andy,
we’d like you to take all the credit for your bountiful ‘wit’ so please use your surname.
Love,
All the other ones out there.
Hey 10.30 Anonymous, wanna go out for a date and do a campaign?
This brand is now officially on very shaky ground, even though this is a variant.
It is now 100% and completely execution-led and as one previous blogger made the analogy – feeling a little like Coke did about 3 or 4 years ago. And what have they done in the last 12 months to claw some brand equity and market share back worldwide? Gone back to their roots and what the brand stands for and in so doing gone back to the packaging and the original secret recipe – all the things that made it great in the first place.
Might be time for Tooheys to do the same…..
4:02 you’re right. There’s no umbrella here.
But umbrella campaigns never happen these days ‘coz nobody can damn do them.
The director did what he could – lord knows he would have picked someone else cast wise but the client probably said no to his first choice. Then all the ideas that the director wrote in his treatment were thrown away (as the CD did n’t think of it himself ) all because they wanted to play it safe for the client. The editor would have sat in that dark room for hours by himself (and thinking what a piece of crap) until a gang of suits (all about 23) rocked up and said what they thought of the ad – the creatives, the director and the editor all rolled their eyes. Finally some from head office (on holiday in port douglas no doubt) said ok – I guess it’s been pissed on for so long that it will miss it’s air date if we don’t make a decision. The producer sighed with relief as he saw his profit plummet into the ground – just like the ad… and well here we are!
Hey Paul, seems like you experience this all the time.
If not, post some of your work and show us all how its done.
love,
pauls-a-cock
It’s nice to see how everyone here takes advertising so seriously, while the rest of the world doesn’t and wouldn’t give a shit.
Guys,
I like this campaign.
Having read what is on this blog relating to this campaign, it pleases me no end to think that with minds like this, you guys will be the first to join the unemployed queue when the financial downturn bites. Clearly you have little talent and over inflated opinions. Ha Ha Ha
15 second ads stand out on air.
I like.
And I thought I was the only dk around here….
Oh dear 8.45.This was what you wrote;
Guys,
I like this campaign.
Having read what is on this blog relating to this campaign, it pleases me no end to think that with minds like this, you guys will be the first to join the unemployed queue when the financial downturn bites. Clearly you have little talent and over inflated opinions. Ha Ha Ha
Good luck with your career.
1:03 What’s your point?
1:03 – yes i think s/he has a very over inflated opinion of their opinion.
But this economic downturn is f*cking scary and not something to laugh at. I took a gig at an interactive joint to steer clear of it.
I really hope there is no downturn / bite and things pick up. I love what I do and would hate to go back to mac monkeying.
Oh dear 1.03.This was what you wrote …..
“Oh dear 8.45.This was what you wrote;
Guys,
I like this campaign.
Having read what is on this blog relating to this campaign, it pleases me no end to think that with minds like this, you guys will be the first to join the unemployed queue when the financial downturn bites. Clearly you have little talent and over inflated opinions. Ha Ha Ha
Good luck with your career.”
No, good luck with your career.
Good luck getting to high school the lot of ya.
Shame.
High school? I’m off to Cranbrook where all good creatives get schooled.
Apple chappel? Dat choo?
Cranbrook may have a good name, but Xavier boys have much more fun rampaging and terrorising the natives as they run rampant through the streets.
haha apple chapel.
was that cranbrook or knox?
Soon booze ads will be banned and we won’t need to bang on about crap like this.
Phew.
6.08, boy can you get it wrong. I’m a big shot creative Director earning trillions who goes to Cannes pool parties. How’s your career?
Still doing brochures?
10:59,
Any creative director who writes the way you do won’t have a career for long.
Let me know who you are and a might hire you in a few years.
yep, 12.30, you are doing brochures. What was the price OFF piss takes again?
Hey, 5:05pm (aka Big Shot CD),
I’ve been in the industry for 5 years and I’ve never had to do a brochure. Do agencies really do them?
Hmmm, must just be that little pissy DM agency you work at.
10.59 In our agency we get the designers to do them.
You know, guys that got 99.9% in their HSC but couldn’t be arsed licking yours.
And I don’t know many CDs earning trillions, I’m on the lower end of 6 figures.
5 years you been in the business?
I’ve forgotten more years than you’ve been in the business you twat.
Oh, one other thing 8.50. All agencies wished they did brochures then they could pay prissy little farts like you more than the pittance they do. (PS, just so you know, anything under $150,000 is a pittance!)
I have seen this ad 100 times and it pisses me off cos I dont get it. I googled and ended up here and read the posts. I STILL DONT GET IT?
WTF is this ad about? Is it supposed to be funny? an in joke?
This ad is rediculously bad.
Wouldnt it make more sense to drop the extra ‘carbs’ in a country that needs them (ie all the starving african nations) rather than in America where everyone is fat enough all ready?
Tooheys ads are consistenly sub-standard. Wake up people.
This is such a uneducated and racist ad. I’m an American/Aussie and so is my husband and it’s offensive. In addition, Aussies have a higher rate of obesity per capita than Americans, so they are obviously ignorant and lack true ad humor/creativity if this is the best they could do. Furthermore, America has more light beer choices and low carb beer options than Australia by far, again making this ad retarded. I will not be supporting this company again.
I agree with the previous poster. I find this advertisement and the entire campaign offensive. There is no way anyone can interpret the ads as anything other than a suggestion that Americans are fat and possibly dumb, ugly hicks.
First, Australia is up there with with the fattest countries of them all. Whether it’s up the top or not doesn’t matter. It’s a bit rich for us to be poking around the “fat” stick. Second, you can’t generalise all 50 US states. They might as well be different countries. West coast USA is generally fitter and more “outdoorsy” than anything I have seen here. The mid-west and south is a different story. Third, as an Australian (no American blood, if that matters), I’m pissed off that the ad makes AUSTRALIANS look stupid and ignorant to anyone else that may see it. It’s just plain dumb. Finally, didn’t the Americans invent the low-carb beer?!
Someone with a law background might even be able to prosecute that the ad contravenes racial vilification laws (yes, nationality counts under the law). There has been an official complaint made with the Advertising Standards Bureau (case 422/08) by someone else but it was dismissed with a few unconvincing paragraphs. The response from Lion Nathan also suggests that there were a few clever interpretations of any vilification laws to stay on the “right side”. It’s clear to me what the intention of the ad is, even if it doesn’t actually say it in words.
On its merits as an advertisement: I hit the mute button or change the channel (and I know I’m not the only one). Not what I would call effective. To all the ad people commenting: for the love of God, please hang around some people who aren’t also ad people. If you think this ad is clever, you have lost a grip on reality.
If you also find these ads offensive, there are channels that you can pursue. Do it, because these ads completely give me the shits.
If Australia really took responsibility for their ad campaigns, which they don’t , they wouldn’t crack on a country that took on England….and won! Thats the major differance between Australia and America…your cowards! You think you have your freedom and any time you doubt it just ask the queen of England for approval of your answer. I’m sure she’s just to happy to micromanage your country. I haven’t met an Australian yet who had a thing to say about that. Feel free to take refuge in stupid racist commercials about beer. What with your whole 500 troops overseas what is that? — one step above being conscientous objectors? By the way Tooheys is not on anyones list of decent beers except bogains and poor people so may be America should make pallets of Tooheys and drop them on the 6 million unemployed slackers of your population that don’t like to work?