Just a schooner sliding down a fantastically long and winding bar. But gosh, it gets your attention. Combine that with one of Australia’s most famous, brainworm jingles – magic. Change the last word in that jingle to “smooth”. Message delivered, noted, and remembered.  

The work created Thinkerbell, brings Tooheys Ultra’s full-strength, zero-carb and refreshingly smooth taste credentials to life. Nodding to the I Feel Like a Tooheys era of the late ‘70s, the spot features a cameo from Mike Whitney as well as local favourites the Dune Rats, building on the Tooheys on Tour platform.

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 stated, “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.”

The full campaign is running across screens, digital, social, OOH 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