News Tooheys New: supporting mateship May 8, 2012 5:06 by Robin Hicks 0 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’. Credits: 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 Robin Hicks topics Share Tweet Share Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 60 Comments How to Ritson: A beginner’s guide to denial, dismissal & downplay 43 Comments Outsiders by name, outsiders in the ratings 23 Comments Calling bullshit on the internet 101 23 Comments Mark Latham, Rowan Dean and Ross Cameron land Sunday morning ‘Outsiders’ show on Sky News 22 Comments Cash for client access: a new low for media?