With Mike Whitney.
Tooheys is bringing its Ultra full-strength, zero-carb and refreshingly smooth taste credentials to life in a campaign via Thinkerbell.
“Tooheys has always played a role in bringing people together over a great beer,” said Lion brand director – core beer Karen Sterling-Levis.
“While the refreshingly smooth taste of Tooheys Ultra meets the changing demands of today's drinkers, it was vital that it still felt distinctly Tooheys. That's where our iconic jingle comes in.
“From the NSW Blues to live music, and now Tooheys Ultra, it remains our most powerful asset for connecting the entire Tooheys portfolio.”
Nodding to the ‘I Feel Like a Tooheys’ era of the late 70s, the spot features a cameo from Mike Whitney alongside the Dune Rats, building on the 'Tooheys on Tour' platform.
“The sliding schooner is a simple but powerful metaphor for Tooheys Ultra’s smooth taste,” said Thinkerbell head creative tinker, Zac Goldberg.
“For a brand with the authenticity and longevity of Tooheys, capturing everything in camera is as significant as showing the brand’s legacy from Mike Whitney to the Dune Rats. In a world where everything can be generated, magnets are pretty magic too.”
The work rolls out across screens, digital, social, OOH and audio.
“Being back on a Tooheys set brought back a lot of great memories,” said Mike Whitney.
“The original work was a massive part of my life, and it’s brilliant to share that legacy with the Dune Rats for Tooheys Ultra. A zero carb beer that goes down this smooth is a definite win in my book.”
Credits
Creative agency: Thinkerbell
Client: LION (Tooheys)
Production: FINCH
Director: Toby Pike
Sound Production: Sonar
Editing: The Editors
Media: EssenceMediacom
Social: We Are Social
