Tooheys Extra Dry taps The Inspired Unemployed and Struthless

Tooheys Extra Dry has rolled out the next phase of its ‘Proudly Ordinary’ brand campaign, this time working with Australian viral comedy stars The Inspired Unemployed and illustrator Struthless.

The brand platform, launched via 72 and Sunny in September, embraces the “truth” of Tooheys Extra Dry; it’s a run-of-the-mill, everyday, ordinary beer, and the campaign celebrates that fact.

Tooheys Extra Dry mural by Struthless in Newtown

Following collaborations with The Big Lez Show and The Betoota Advocate, this latest phase sees Tooheys Extra Dry team up with Aussie content creators The Inspired Unemployed.

Also coming on board is illustrator and podcaster Struthless, known for his dry, visual takes on Australian culture. He has created an animation, plus two comics and a mural for the campaign.


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I got commissioned to make an ad for @tooheysextradry and so I made this. I’m highkey proud… enjoy #drinkwise

A post shared by Campbell Walker (@struthless69) on

The Inspired Unemployed have uploaded a video to social accounts featuring tradies and their reaction to  Tooheys Extra Dry on a worksite, in the same vein as their organic videos.

As well as this skit, the group will be sharing more content for the brand over the next month.

The campaign is being accompanied by social, out of home and digital videos already in market.

72 and Sunny Sydney head of product, Luke Martin, said: “Building on the first two collaborations, we’re excited to unveil the next two creative acts, and to continue celebrating the Proudly Ordinary in this unique way.”

Lion appointed 72 and Sunny Sydney to the Tooheys Extra Dry creative account in June.

72 and Sunny also works across fellow Lion beer brands Little Creatures, Byron Bay Brewery and Kosciuszko Pale Ale.


Client: Tooheys Extra Dry / Lion
Creative: 72andSunny Sydney
Media: UM


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