You have to love brutal honesty by a brand. It’s the last thing you’d expect. It’s funny. And it is hugely appealing. Self-effacing humour is why we love comedians. And what we love in our friends. So 72andDSunny’s wild and wonderful Proudly Ordinary roasting of Tooheys Extra Dry continues.
This campaign embraces Tooheys Extra Dry’s truth – it’s a run-of-the-mill, everyday, ordinary beer – and proud of it.
The new phase includes collaboration with Struthless, an illustrator who uses his powers to make people laugh by commenting on Aussie culture, and Aussie larrikins and content creators, The Inspired Unemployed.
From Struthless comes:
https://www.instagram.com/p/CGqnNL_pt7W/
https://www.instagram.com/p/CGYzoPwJkSf/
https://www.instagram.com/p/CG80OnPJLga/
…and this:
From The Inspired Unemployed there’s this:
https://www.instagram.com/p/CG9BelsFpq5/
There will also be more from The Inspired Unemployed in the next month. This will be accompanied by social, OOH and digital videos that are already in market.
Where the campaign began:
Credits:
Client: Toohey’s Extra Dry [Lion]
Creative Agency: 72andSunny Sydney
Media: UM
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