Tooheys Extra Dry releases new ‘Proudly Ordinary’ campaign work

Tooheys Extra Dry has released a new instalment in the ongoing ‘Proudly Ordinary’ campaign platform.

The video features Australian comedian Gocsy taking a guided tour through the Tooheys factory. The five minute film was produced in collaboration with Vice, and has been released on both respective platforms.

This new work is part of the ‘Proudly Ordinary’ campaign, created by 72 and Sunny, launched last year following the agency winning the creative account without pitch.

The campaign takes a lighthearted approach to the market perception Tooheys Extra Dry holds, as an ordinary, everyday beer.

Outdoor execution of the campaign

72 and Sunny also works with other Lion brands including Little Creatures, Byron Bay Brewery and Kosciuszko Pale Ale.

Previous work on the campaign

Previous instalments of the campaign have included work with The Inspired Unemployed, Mike Nolan from The Big Lez Show and The Betoota Advocate. 

Following the campaign’s launch in September, head of product, Luke Martin said: “We wanted to embrace and amplify what was already happening in culture; Tooheys Extra Dry was being called out as an ordinary beer, which is the truth”.

Other recent work from 72 and Sunny includes a new campaign for MilkLab,”The Milk You Choose Matters”, and a new campaign for Google.


Client: Tooheys Extra Dry (Lion)
Creative: 72 and Sunny Sydney
Media: UM


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