Tooheys New: supporting mateship

Male bonding is at the heart of a new campaign for Lion beer brand Toohey’s New.

The ads, created by ad agency by BMF, were directed by Aaron Stoller at Revolver.

Lion brand director, Jon Bradshaw, said: ‘Tooheys New at its core is all about connecting people. We recognize that in a world of Facebook, Twitter and other social media that people also need to reconnect with the stuff that really matters. And doing that over a Tooheys New is about as good as it gets. These ads show just how those bonds of mateship are created and then cemented over an icy cold New.”

Justin Ruben creative director at BMF said: “The beauty of this campaign lies in the insight behind it, that strong bonds with mates are formed as a result of sharing an experience, doing stuff, or even going through an awkward situation together’.


  • Creative Agency: BMF
  • Director: Aaron Stoller @Revolver
  • Executive Producer: Michael Ritchie
  • Producer: Pip Smart
  • DOP: Simon Duggan
  • Editor: Bernard Garry @ The Editors
  • Post Production: The Editors
  • Sound: Nylon
  • Client: LION
  • Brands director: Jon Bradshaw
  • Marketing manager: Andy Disley
  • Brand manager: Anoushka Szlagowska
  • Assistant Brand Manager: Sarah Sarkozy


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