Deer descend on Auckland in Garth Davis-directed spot for Tooheys Extra Dry
Garth Davis, the director of the multiple Cannes Lion-winning spot for Burn energy drink, is behind the latest ad for Tooheys Extra Dry in which migrating deer descend on innercity Auckland for a night out to the tune of The Prodigy’s ‘Breathe’.
http://youtu.be/i0KAT85w17I
Davis told Mumbrella in July that the spot would be similar in “epicness” to his Burn film.
“Tooheys Extra Dry drinkers have always understood that the best nights out are like a nocturnal migration,” Jon Bradshaw, Lion Nathan brands director, said. “You head out towards the city, come together with your mates, go from a bar, to a club or a gig, gathering more people around you as you go. The similarities with herding animals are striking; we drink, we graze and we congregate at our urban watering holes.”
That kind of freaks me out… but it’s cool. Pity the beer tastes like deer piss.
There will be haters, there will be complainers, but there will also be awards. Very cool ad.
Good ad
Cool
Great Ad but unfortunately for a less than average beer.
Love it. Beautifully realised.
Great use of Stag doing stuff that Stags do.The ‘nocturnal’ line is both unnecessary and a bit of an insult to the brand’s audience. Pity, because everything else works a treat.
Its good, and should be effective. Such a vile product needs it.
Reminded of this (far superior) piece of film for Puma:
https://www.youtube.com/watch?v=CoxCF1xZ7Pk
Best alcohol ad i’ve seen in a while
this ad makes me thirsty but on an ad level its a good follow up to the past few!!
Cheers
I must admit I thought the ad lacks oomph. Also, I thought it was an ad for Tooheys New, which also uses the stag. if it was an ad for the whole Tooheys new/extradry/white stag range it might maken more sense to me. Boring and ineffective. I guess that’s why I drink wine!
Great Ad!!
Smart idea, very well executed.
Well done.
Often doing the ‘walk of shame’ home looking like a deer caught in headlights, this ad definitely captures the moves of a big night out.
Can BMF do anything wrong?
Great idea, great music and great execution.
Wonderful stuff…
The real achievement, apart from a fabulous advertisement ,was keeping the bloody sheep out of the shots.
Interesting choice of music to accompany an advertisement about binge drinking. Trying to say something without really talking? Or just targeting their main consumer base?
Such an out dated music choice, whats that about? I don’t see any relevance.
Agree with lesley on the Stag. Isn’t that Tooheys New?
well directed, but no emotional engagement for consumers..sorry.
Ben & Lesley – you’re mistaken.
Stag = Tooheys (and by inference, all line extensions Old, New, Extra Dry, etc.)
I’m sure the brand managers won’t cry over TED being misattributed to New…
Be still twitching first-digit while I cover my back story. I arrived in Rotorua as a 1-second-old making me a New Zealander. So I know things like: to fight two-island boredom N Zr’s shoot rats, goats, pigs, and deer. Possums we joyfully swerve to run over. They’re left to the kakipoha (night eagles) to pick over. But not the stags. We stretch their boraxed capes over fiberglass forms, skillfully aroldite in glass eyes and hang them on the walls of country pubs.
Whereupon we get busily about not relating to them.
” Just like the deer upon the wall, I’m going out on the piss tonight, wanna come Bro?” “Choice. Just like the deer upon another other wall, in another pub, I shall join you.”
Not seeing Brothers-Grim genius in this spot. No empathy. Lame analogy. love open season but 🙂
I really like the fact that BMF credits their planner. Too often I see planning’s contribution ignored when it comes to giving due credit in the credits
Rushdie,
Do you reckon maybe “herd mentality”; “the rut”; “doe-eyed”; “stag do” and other emotions may be coursing through a viewer’s mind?
A viewer who hasn’t overthought this ad, of course.
another cool film from Davis and BMF, hopefully it will help sell beer.
idea is borrowed from after-hours athlete, sort of, but that wasn’t a new idea either
the only thing worth criticising is the length of the credits above, which is getting a little ridiculous
AdGrunt. To be honest, I couldn’t agree more with what I have to say. You, on the other hand present a fine list of deer puns. None of them are emotions but, i.e. bad, sad,mad, glad. They are a list of excuses. Excuses to justify the beautiful execution. I’m guessing that, like the deer above the bar, most people will feel nothing – except admiration – watching this spot. The Maori word for it is “waipuki”: respect without being taken-in or impressed. I imagine there might be one or two people who will disagree with me. I’m imaging them right now. Ooh look, they’re in BMF. And there’s a lot more of them than I thought! Gosh don’t they look angry but?
Rushdie. You’re making no sense.
Been done. Not original. NEXT!!!!!!!!
terrible add the poor deer been trained to do what is not a natural thing for them to do. I would imagine all the beer drinking people would think it was cool,shame on tooheys for putting the deer through that ordeal
Great ad. Clever. Now for christmas give them all rudolph ears.