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.”

mouth abuse

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

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