Tooheys has launched a new campaign for Tooheys Ultra, bringing its “refreshingly smooth” positioning to life through a visually-led creative developed by Thinkerbell.
The work follows the journey of a schooner gliding along a long, winding bar, using practical effects to reflect the beer’s smooth taste credentials.
A nod to legacy
The campaign draws inspiration from the iconic ‘I Feel Like a Tooheys’ era of the late 1970s, featuring a cameo from Mike Whitney alongside Australian band Dune Rats.
The band reworks the classic Tooheys jingle, aligning with the brand’s ‘Tooheys on Tour’ platform and reinforcing its connection to music and culture.
Practical effects over CGI
The spot was captured entirely in-camera using a custom-built set and magnetised track, ensuring the schooner’s movement felt tangible and authentic.
Karen Sterling-Levis, Brand Director – Core Beer at Lion, said the campaign balances innovation with brand heritage.
“Tooheys has always played a role in bringing people together over a great beer. While the refreshingly smooth taste of Tooheys Ultra meets the changing demands of today’s drinkers, it was vital that it still felt distinctly Tooheys,” Sterling-Levis said.
Zac Goldberg, Head Creative at Thinkerbell, added: “The sliding schooner is a simple but powerful metaphor for Tooheys Ultra’s smooth taste.
“In a world where everything can be generated, magnets are pretty magic too.”
Building on momentum
The campaign follows Tooheys’ recent partnership with the Sydney Swans, where Tooheys Ultra was positioned as the hero pour.
Whitney said the campaign revisits a defining era for the brand.
“Being back on a Tooheys set brought back a lot of great memories… A zero carb beer that goes down this smooth is a definite win in my book.”
The campaign will roll out across TV, digital, social, out-of-home and audio, extending Tooheys’ reach across multiple touchpoints.
Main image: Tooheys