Tooheys Extra Dry combats ‘mouth abuse’ in new campaign
Tooheys Extra has unveiled a new ‘Repay Your Mouth’ campaign, a new take on its successful ‘Tongue’ campaign.
The campaign was created by BMF, who also created the infamous ‘Tongue’ ad, and this time sees the man’s entire mouth fall off.
The “mouth abuse” ad is built on the idea that “being a mouth can be a ‘thankless job'” and tells consumers it is time people repaid their mouths for the “years of mouth abuse endured”, suggesting that one way to repay them is with “the clean crisp taste of Tooheys Extra Dry”.
Justin Ruben, BMF creative director said: “We wanted to stay true to Toohey’s Extra Dry’s long history of off-beat and surreal advertising. We also wanted to put “The Clean Crisp Taste of Tooheys Extra Dry” at the heart of the idea, just like the highly successful ‘Tongue’ commercial TED did all those years ago.”
A teaser campaign has been running across social media, with the Tooheys Extra Dry Facebook page hosting a number of images of “mouth abuse”. The Tooheys Extra Dry website has been revamped to reflect the new campaign, it now offers information on “mouth abuse” such as the fact that “60 per cent of Australians will ignore the 3-second rule if no one is looking”.
Matt Tapper, national marketing director at Lion, said: “The new ad is sure to grab attention and drive talkability – its provocative, but that is what’s great about Tooheys Extra Dry as a brand – we can be a little more adventurous with our creative. TED has always had a reputation for being left of centre, and we feel that ‘Repay your mouth’ once again pushes boundaries and builds on the fun and eccentric personality that Tooheys Extra Dry is loved for and is appreciated by our drinkers.”
The commercial, which will first air during The Mentalist on Channel Nine on Sunday evening, will be screened on free-to-air and subscription TV nationally.
The campaign will be supported by outdoor, digital and PR.
The TVC was shot by Australian director Hamish Rothwell from Goodoil. Post-production company ALT.VFX were employed to create the animated elements of the talking mouth, having been involved in the previous Tooheys Extra Dry ‘Nocturnal Migration’ ad.
When the Tooheys launched the tongue campaign, ten years ago, it drew numerous complaints.
Agency Credits
- ATL – BMF
- Digital – The White Agency
- Media – ZenithOptimedia
I presume the words ‘not for broadcast’ indicate that this is the online director’s cut as opposed to the one that we’ll see on TV.
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Dear Sir,
We are a close knit street (16 of us) and all our wives and us men too, do not think much of your new advertising campaign.
The wives have asked us not to bring home any Tooths beer till it stops.
We are forced to drink Boags.
Could you let us know when the advertising is finished.
Thank you
Jon Rose
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This ad is disgusting,! Every time it comes on I want to vomit!
I didn’t even recognise what brand of beer was being advertised!
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I hate that add it makes me vomit pls take it off.
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I have never seen a more repulsive commercial than this one. Just thinking about it turns my stomach. I cannot understand why it is still being played and change the channel when it comes on or turn the TV off in disgust.
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This ad has to top the list of being utterly repulsive! All in the name of promoting beer?! For one – If I were a beer drinker, I would NEVER buy your brand, for every gulp would remind me of the graphics on TV, leading you to wonder at the ‘mindset’ of those that think up stuff like this as ‘shock’ treatment with the hope that it will cause a ‘rush’ to the nearest bottle shop to ‘gotta just have to have?!’ Just GHASTLY! The sooner it is taken off the TV, the better!
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I agree with all of the above. The fact that these agencies get paid incredible amounts to produce garbage like this is unbelievable. If you really want to sell your product I suggest you fire the agency you have and get someone who can produce an acceptable and decent ad. The present “tongue” one is absolutely disgusting and I would never buy your product. The ad is positively sickening.
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