SYDNEY: Tooheys is continuing its push to set benchmark creative advertising for its Extra Dry beer brand. The company has launched three new radio ads featuring a foul-mouth Cockney, a mother-in-law-hating Mongolian and a voice-over man being tortured.
The three 30 to 45-second spots, created by BMF, aired last weekend on the Triple M and Nova networks, squarely aimed at Extra Dry's target market of 18 to 25-year-old men and women. Tooheys marketing director Lynn Larsson said the company was intent on maintaining the "very high" benchmarks for advertising it set with BMF's multi-award winning "Quest" TVC, featuring the infamous tongue looking for satisfaction. "We wanted to do the same for radio as the tongue ad did for TV," Larsson said. "There is not that much creativity in radio, but consumers now expect creative ads from Tooheys Extra Dry. We want to create great advertising not just in Australia but world-class advertising, really breaking the boundaries." The "Cockney Swearer" ad features the voice of actor Steve Sweeney, who appeared in the film Lock Stock and Two Smoking Barrels, who explains amid numerous bleeped-out swear words that despite drinking Extra Dry, he still has a dirty mouth. "Taste Tester" features a Mongolian man who taste tests for a living and thanks Extra Dry for filtering out impurities, such as his mother-in-law, and "Sound Engineer" has an unfortunate voice-over man being roasted until he can get the "clean crisp taste" sounding just right.
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