Tooheys raises a stubby to teams around NSW via Thinkerbell

It’s the first time the jingle has been performed by real people, featuring a cast of teams from all corners of the state.

Tooheys is raising a stubby to real teams around NSW, including the Blues, in the next iteration of its How do you feel? campaign, ahead of the Ampol State of Origin Game One.

The latest work is the first time the jingle has been performed by real people, featuring a cast of teams from all corners of the state – all celebrating their teamwork over a Tooheys or two. 

Alongside the Blues, the spot features staff from the Tooheys brewery in Lidcombe, the Skate Crashers roller derby team from Marrickville, and a team of horse musterers in Yarramundi, amongst others.


The film is being supported with proximity OOH at Accor Stadium to bolster the brand’s activity at Game One, showing a Blatchys Blues supporter alongside the Tooheys brand asset.


Accor Stadium

Chris Allan, head of marketing – Core Beer of Lion Australia, said: “From the brewing floor to the pub, Tooheys is served, and consumed by many across NSW. The teams featured in our new work embody the breadth of teamwork across NSW and then celebrating afterwards over a Tooheys or two.”

Last year, Tooheys revived its How do you feel? jingle four decades since its release. Tooheys and Thinkerbell collaborated with the jingle’s original custodian, Allan ‘Jo’ Johnston, in the latest modern iteration of the campaign. This year’s work features new verses that champion the power of teamwork.

Thinkerbell head tinker, Zac Goldberg, said: “It’s an honour to continue the legacy of the iconic Tooheys brand platform and jingle for another year. It’s a campaign with a rich history of showcasing real teams and now their singing voices too.”

The work launched earlier this week and will roll out across television, cinema, online video, social, OOH, and radio.


Client: Lion

Creative Agency: Thinkerbell
Media Agency: UM

Director: Mitch J. Green
Production: Larchmont
Post Production: ARC EDIT
Sound: Sonar Music

NSW Teams:
Westpac NSW Blues
Different Strokes Dragon Boat Club
Inner West Roller Derby League
Shakespeare Hotel Chefs
Performance Livestock Wranglers
B Sharps Trivia Team

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