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.”