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.


  • 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

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