Lion Nathan campaign promotes Tooheys New as ‘Australian currency’
Lion Nathan is launching a campaign for its Tooheys New brand centered around sharing stories about what people do in exchange for beer.
The Beer Economy campaign, created by Saatchi & Saatchi, will see the launch of nine TV spots based on the idea that beer is constantly used as currency in the Australian culture.
The ads feature scenarios including what to charge your grandmother for helping out with chores, the laws of mateship and the logistics of milking a thoroughbred stallion for the purpose of breeding.
Yesterday I received call from an agency CD asking if I knew the creators of quite a famous spot that first appeared 20 years ago. He wanted to know because he was revising the ad and wanted to be sure to publicly acknowlege the creators of the original before launching the new version with agency credits. I suggest Saatchi’s would be well served if they did the same.
– Wonderful way to refresh a flat brand (pun intended).
– What do you mean Anonymous and why don’t you have a name?
cute idea, great TV spots, noice
Tooheys New…nectar of the gods..
Brilliant!
Finally some real humour relative to all blokes, may even tempt me to try Tooheys New again
LOL. Beer brands have the best bloody ads.
Not only are they entertaining, but they are anchored in such strong consumer insights & universal truths. Well done tooheys. Almost as good as the Boag’s ad 😉
Great idea. Might even prove that you CAN polish a turd.
A carbon copy of the MasterCard creative construct – come up with something new Saatchi
Where ’bouts is the digital?
Like!
When Australia was first settled by the Poms, there wasn’t a real currency for many years – ‘grog’ was about it. So it’s a nice throwback to our (white) history.
That first one is terrible! Associating beer with bad relationships, boo to that.
Hi Jeremy,
The campaign doesn’t officially launch til the weekend so the website isn’t live yet (or it wasn’t last time we checked).
BTW, for what it’s worth, I like these ads. Not necessarily all the executions, but it’s a position that can really be built on. Strategically, owning the idea that a favour = a slab of New has got to work.
Cheers,
Tim – Mumbrella
Cheers Tim. Here’s hoping the digital elements add some charm. Having read the article before watching any of the ads I was a little disappointed. There is an amazingly powerful idea there – its new (or is that New?) yet familar – but just like you say its the creative strategy that’s making me excited not the executions.
haha its like the old cadbury roses campaign but for men. i dig it
Cracker, who hasn’t used beer to get a mate to help u out? Very relatable.
Tim if any brands owns the slab = a favour thing it’s VB. Has for years. At best this idea will not sell beer. At worst it will sell its competitors. Liking the ads or not has very little to do with marketing.
Hahahaha, laughed well watching this. I think we’ve all done favours for beer. Great work.
Ouch = http://adage.com/brightcove/si.....5118345001
I think it’s a great idea and the “cutting your mate’s grass” had me laughing.
Just hope they replace “case” with “slab” for us Victorians!
Rob – I was about to post the same thing…
http://adage.com/brightcove/si.....5118345001‘,%20715,%20600
That is WAY too similar as just a freaky coincidence
Actually Fionn I vote that it is a coincidence.
It’s still a truck load of ‘ouch’ though Rob.
The Budweiser spot aired at the Superbowl. A week after the Tooheys commercials.