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Tooheys Extra Dry Remains Proudly Ordinary in Latest Brand Platform Additions

Creative 142 Add to collection

The beer brand partnered with 72andSunny Sydney, illustrator Struthless and The Inspired Unemployed to highlight consumer reviews and roast TED

Tooheys Extra Dry Remains Proudly Ordinary in Latest Brand Platform Additions
Tooheys Extra Dry and 72andSunny Sydney have launched the next phase of the new brand platform for the iconic Aussie beer, ‘Proudly Ordinary’. This campaign embraces and amplifies a cultural movement and embraces Tooheys Extra Dry’s truth: it’s a run-of-the-mill, everyday, ordinary beer - and proud of it.

The campaign sees the brand highlighting consumer reviews and partnering with a number of cultural collaborators who will roast TED, as it celebrates being Proudly Ordinary. Building on the previous collaborations with the 'Big Lez Show' and 'Betoota Advocate', this next phase sees a collaboration with Struthless, an illustrator who uses his powers to make people laugh by commenting on Aussie culture; and The Inspired Unemployed, Aussie larrikins and content creators.

The Struthless work includes an animation, a starter pack comiccool room comic and a mural. 


In addition to the skit, 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.

“Building on the first two collaborations, we’re excited to unveil the next two creative acts, and to continue celebrating the Proudly Ordinary in this unique way.” said Luke Martin, head of product, 72andSunny Sydney.

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Client: Tooheys Extra Dry / Lion


Creative agency: 72andSunny Sydney


Media: UM

Genres: Animation

Categories: Beers, Alcoholic Beverages

72andSunny Sydney, Fri, 06 Nov 2020 09:41:23 GMT