‘The ‘Adelaide’ of beer’: Tooheys Extra Dry highlights the best of its reviews in ‘Proudly Ordinary’ follow up

The second phase of Tooheys Extra Dry’s self-deprecating campaign, following up its collaboration with the Big Lez Show and the Betoota Advocate, has been revealed – turning some of its glowing reviews into digital videos and out-of-home (OOH) ads.

“Stop complaining and pay 15 more bucks”, recites a robotic voice in one film. “Officially been labelled the ‘Adelaide’ of beer”, it says in another.

The campaign launched earlier this week, embracing the ‘ordinary’ nature of Tooheys Extra Dry with the new brand platform ‘Proudly Ordinary’.

Kicking off with wise words from Big Lez, the Lion Beer brand was declared ‘The beer you settle for when you’ve run outta the good stuff’.

72 and Sunny Sydney, the agency responsible for the campaign, has taken the concept and ran with it.

The agency’s head of product, Luke Martin, said: “We’re so happy with the initial reactions to this work. We made the work proudly ordinary, and are proud of combining traditional media with new media thinking in the form of the creative acts, resulting in a fresh way to think of beer advertising in Australia – especially with the heritage in this category historically.”

72 and Sunny was appointed to Lion’s roster in August last year. In June, it was officially given the creative account for Tooheys Extra Dry.


Client: Tooheys Extra Dry / Lion
Creative: 72andSunny Sydney
Media: UM


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