Toohey Extra Dry unveils part music video, part TV ad
Lion Nathan is launching its latest TV campaign for Toohey Extra Dry, marking the culmination of a five month marketing campaign which saw it select unknown Sydney music act, Danimals, to create the soundtrack for its new ads.
The two part-TV and part-video clip executions, created by BMF, shows different sets of characters on different versions of a night out and the journeys they take under the TED “clean, crisp taste” brand positioning.
The TV campaign forms part of TED’s broader music initiative, The Lab, led by music agency Peer Group.
Each execution is set to the music track “Fox”, by the Danimals, who were chosen by UK musician Mark Ronson to travel to New York and collaborate with international music legends in his studio, The Lab.
The resulting track is a collaboration between the Danimals, Ronson, Duran Duran’s John Taylor, Alex Greenwald and Santigold.
The track is already getting air time on Triple J and FBi radio stations.
Matt Tapper, Lion Nathan marketing director, said: “TED has more than six years experience working with the music industry with festival sponsorships and brand initiatives such as uncharTED and uncarTED Live.
“The relatively unknown Benny Bennassi track ‘Satisfaction’ became a radio and dance floor hit in its own right following its exposure in our well known ‘Tongue’ ad. The Lab is our next evolution.”
The integrated campaign includes a TV, music video, radio, digital, PR, print, documentary and on and off premise activity.
The digital component, developed by Holler, will see content and behind-the-scene footage from The Lab available via a dedicated website and mobile sits, and pushed out through branded social media channels.
Credits:
- Advertising Agency – BMF
- ECD/CD: Warren Brown, Simon Langley
- Creative Team: Paul Bruce, Dean Barry Frederick Hunt
- Director: The Glue Society
- Production Company: Revolver
- Music and PR Agency – Peer Group
- CEO : Adam Zammit
- Group Account Director: Sarah Crane
- Creative Director: James Hodgson
- Documentary Producer: Alistair Ferrier
- Documentary Director: Morgan Jones
- Documentary Editor: The Editors
- PR and Publicity Manager: Hannah Cooper
- Digital Agency – Holler
- Creative Director: Tim Buessing
- Designer: Kerry Edwards
- Copyw riter: Tony Wild
- Senior Project Manager: Mic Wernej
- Senior Account Director: Suzette Mackenzie
- Account Manager: Rich Dredge
- Technical Lead: Carlos Arroyo
- Flash Developers: Lukasz Karluk, Shaun O ’Connor
- Media Buying Agency – Zenith O ptimedia
- BTL Agency – Momentum Worldwide
The ad seems nonsensical, with characters I can’t relate to. In this day and age how can I consume a product that creates an experience with people I neither see myself chatting to nor being like in the first place? I do like the music though. And parties with frozen people… not really.
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I think this is cool.
The whole idea of making a music video is a good one.
I wonder why it is only 30 seconds tho…isn’t the main difference between a music video and an ad with music the fact that its like 3 minutes long?
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*yawn*
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it’d be good if i could understand how a clothes peg stops people. It would have been more interesting if everyone was static until he put the peg on their nipple…then show the reaction…
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Blerto it would have been good and interesting if there had been anything of value in this ad than purely to try and win an award. It does nothing for TED. Real shame.
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God, it’s almost as bitchy on here as on Campaign Brief!
I say 10 points for trying new shit, and 10 points for a rather groovy tune. I’m going to pick up a 6-pack of TED just to spite all of you
😉
(And no I don’t work at BMF or Lion Nathan.)
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Hi Tom,
On the contrary, apart from Angus’ “yawn” with no other follow up comment, I’d say at least people are putting their opinions forward and explaining what it is they like and dislike about the campaign – just as you’ve done.
Sometimes it’s negative and sometimes it’s positive. That’s the beauty of having an open forum! 🙂
Cheers,
Camille – Mumbrella
hey Tom
Piss off, nobody asked you where you work or for your opinion
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Hi aktif,
Just a suggestion, but it would be much more helpful to use this forum as a way of providing feedback on what you think of the actual creative work.
Not too late – any thoughts?
Cheers,
Camille – Mumbrella
HI Camille,
I was just playing with him. My thoughts? When I loaded up the website I almost had an epileptic fit from the flashing images and I’m not even an epileptic. In regards to the work, it’s not my cup of tea but then again not much is. However, I can see that a lot of crafting and good production values has gone into it making it nicely stylised and it seems it could fit the market I’m sure they want to reach – pretentious twats.
I find it hard to judge this sort of advertising anyway but good luck to them and it’s good to see brands putting money into projects such as this rather than the same old BS. I was going to say but then nobody asked for my opinion and I realised you actually did.
Cheers,
Aktif
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i dont get it…
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I’m assuming the TV works to refresh the online component.
Which is a different way of doing things. But for me, it doesn’t connect or resonate at all, it could be an ad for anyone if I solely viewed the TV.
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Although I do not think that I am the target demographic as I do not consume beer, I think the spots are nice. Good combination of music, mood and feel.
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A good spot needs a tight concept and all componenets , script, direction, casting, graphics and music need to add something to it.The BMF guy on the TED website said they had to come up with an ad not having any idea what the music would sound like. Tough brief which is probably why this hasn’t quite worked.
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Nice tunes, original, inspiring and puts you in the right mood. How did they pick the creative music direction? What were the main goals of he ads?
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