Tooheys is back with fresh creative for Tooheys Ultra via Thinkerbell, following the brand’s recent partnership with the Sydney Swans cricket legend Mike Whitney and appearances from local band Dune Rats.
The band has delivered their own spin on the legendary jingle, adding a contemporary feel while tying back to the brand’s heritage. The work builds on the ‘Tooheys on Tour’ platform, which has celebrated music, sport, and community over the years.
The video follows a schooner sliding down a long bar – being watched closely by beer-drinkers and pub locals.
“Tooheys has always played a role in bringing people together over a great beer,” Karen Sterling-Levis, Brand Director – Core Beer at Lion, said.
“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.”
Zac Goldberg, Head Creative at Thinkerbell, added: “The sliding schooner is a simple but powerful metaphor for Tooheys Ultra’s smooth taste.”
“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.”
Mike Whitney reflected on his return to a Tooheys set.
“Being back on a Tooheys set brought back a lot of great memories,” he said. “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.”
The campaign rolls out across screens, digital, social, out-of-home, and audio.
CREDITS
Creative agency: Thinkerbell
Client: LION (Tooheys)
Production: FINCH
Director: Toby Pike
Sound Production: Sonar
Editing: The Editors
Media: EssenceMediacom
Social: We Are Social
