Tooheys' next iteration of ‘How do you feel’ via Thinkerbell

5 June 2024

Creative Agency: Thinkerbell
Media Agency: UM Media

1 1
Real teams, including the Blues, perform the jingle in time for State of Origin.

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 - in time for the Ampol State of Origin Game One.

The latest work is the first time the 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.

"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," Lion Australia head of marketing - core beer, Chris Allan, said.

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.

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.

Head tinker Zac Goldberg said it's an honour to continue the legacy of the 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

Latest Campaigns

comments powered by Disqus