Created by Thinkerbell, the work brings Tooheys Ultra’s full-strength, zero-carb and refreshingly smooth taste credentials to life. Following the smooth journey of a schooner with a bit of measured magic along a fantastically long and winding bar that reflects the beer’s smoothness.
Nodding to the iconic ‘I Feel Like a Tooheys’ era of the late 70s, the spot features a cameo from Mike Whitney alongside local favourites the Dune Rats, building on the ‘Tooheys on Tour’ platform. The band also put their own spin on the legendary jingle, delivering a smooth new cover timed perfectly to the schooner’s journey.
The beer’s smooth journey was captured in-camera, using a practical set build and magnetised track to ensure the movement of the beer felt real and authentic.
Karen Sterling-Levis, Brand Director – Core Beer at Lion says, “Tooheys has always played a role in bringing people together over a great beer. 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 Tinker 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.”
Australian cricket legend Mike Whitney says, “Being back on a Tooheys set brought back a lot of great memories. 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 work rolls out across screens, digital, social, OOH and audio.
