Merv Hughes learns ‘The Man Shake’ to get rid of beer gut in new weight-loss supplement ad

Three Australian sportsmen – cricket’s Merv Hughes, AFL’s Paul Roos and NRL’s Adam MacDougall – discuss the ‘man shake’ in a new ad for a weight-loss shake which purports to help men lose their beer guts, without having to ditch the booze.

Paul Roos shows off ‘The Man Shake’

Created by The Proverbials, the new ad spot sees the men in a pub discussing a new form of ‘man shake’ – which initially causes confusion as Roos demonstrates the rapid up-and-down motion of the shake. 

After explaining the new movement, Roos asks MacDougall for a Man Shake for Hughes, with MacDougall proclaiming: “See Merv, you can lose the beer gut without losing all the beers”.

“It’s a pretty serious issue but we wanted to use a bit of humour to cut through and show blokes that they can lose the beer gut without losing all the beers,” said founder of The Man Shake, MacDougall.

Brian Daly, writer and director at The Proverbials, the creatives behind the campaign, said The Man Shake isn’t just for former elite athletes.

“It’s a pretty easy way to lose weight,” said Daly. “All you have to do is grab your package and give it a shake a couple of times a day. Any bloke can do that. And that’s where the idea for the spot came from. The guys played it up beautifully.”

An official partner of the Newcastle Knights, The Man Shake has featured across Australian television, newspapers, and radio.


  • Creative: The Proverbials
  • Writer/ Director: Brian Daly
  • DOP: Carey Harris
  • Editor: Shaun Flaherty
  • Post house: The Missing Link Productions
  • Composer: Brian Daly
  • Music house: The Proverbials


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