Garth Davis to direct new Tooheys Extra Dry spot

Garth Davis, the director behind the ‘ride’ spot for Coke’s Burn energy drink that won two Cannes Lions, is to direct a new ad for Tooheys Extra Dry.

The ad will be similar to ‘ride’ in its “epicness” and “technically challenging” nature, Davis told Mumbrella.

“Like much of my work, it won’t take the form of a traditional narrative,” he said.

The agency behind the ad is BMF.

‘Ride’ won a film craft lion and a film lion bronze.

http://youtu.be/Nv2e3BUt3SQ

In 2008, Davis’ ‘Burst’ spot for Schweppes won a gold lion.

In May, Tooheys became the first brand to advertise on top of the former building of rival Carlton & United Breweries.

Robin Hicks

topics BMF BMF Sydney Burn Coke Garth Davis Schweppes

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Comments: 6

Anonymous 14 Jul 11

Time for some poof (sorry proof) reading of media releases Tim.

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who? 14 Jul 11

Oh no, not another arty farty Tooheys Extra Dry ad that noone will understand

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Dan 14 Jul 11

Great work from a great director.

dch 14 Jul 11

Will it sell beer?

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Robin Hicks 14 Jul 11

Thanks for spotting Anonymous. Now corrected. This story did not come from a press release – my bad entirely.

Cheers,
Robin – Mumbrella

Biloxi 14 Jul 11

Yes. Out with that damned traditional narrative. Beginnings and Ends are so gauche.

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