Wednesday, September 20, 2006


Lion Nathan, via creative partner, Saatchi and Saatchi, have created a campaign for Tooheys New, capitalising on recently beating 292 lagers from 27 countries to be named Champion Lager at this year’s Australian International Beer Awards.
Utilising a variety of touch points, the new ‘Beer Judges: Living the Dream’ campaign builds on the idea that beer judges have the dream job, adding all the elements of a guy’s dream life into the beer judges world to remind punters that when it comes to choosing a great brew, Tooheys New is one of the very best in the world.
Commenting on the campaign, Executive Creative Director at Saatchi and Saatchi, David Nobay said: “Creatively, the obvious challenge was: how do you celebrate a prestigious award like this for Tooheys New without coming across as beating your chest? We found the answer through the happy eyes of the international beer judge set and have spread their story via a myriad of touch points. I for one would like to join their ranks!”
The campaign hits Australia-wide this month with over one-and-a-half million coasters in pubs and clubs, venue posters, tap talkers, punters t-shirts and a variety of bottle shop point of sale materials.
A website, has also been created. Visitors to the site can view a short film created entirely with stock film from Getty Images and voiced by Australian national treasure John Michael “Hollywood” Howson.
The team has also worked closely with ACP’s Ralph magazine to create an advertorial featuring The Beer Judges that gives readers the chance to ‘Win the Dream’ – a no-expense spared trip to the Gold Coast to experience a taste of the “dream life” first hand.

Executive Creative Director: David ‘Nobby’ Nobay
Copywriter: Tim Brown
Art Director: Pete Buckley
Editor: Craig Wilson @ Images Post
Producer: Llew Griffiths
Footage: Getty Images
V/O: John-Michael Howson
Group Business Director: Sasha Orr
Senior Business Director: Paul Mendham
Business Manager: Fleur Kennedy


Anonymous Anonymous said...

I'm glad the beer won more awards than the creative...

I saw these posters in the Clare after a few pints of Carlton and yawned at the sexual puns and getty image stock photography...

I don't get it. Maybe my heads deep up my arse in decent advertising but I really don't like the whole tooheys campaign.

With lines like "I look for good steady head. Then get on with the judging." – yeah, I was compelled to check out the website, I mean, really compelled.

11:54 AM  
Anonymous Anonymous said...

On second thoughts, the reason I think the whole thing tries too hard is probably because I'm not in the 14 year old target market.

12:06 PM  
Anonymous Anonymous said...

Let someone else have a go mate

1:00 PM  
Anonymous Anonymous said...

I like it. Difficult brief. Minimal budget. Great solution. Well done.

1:38 PM  
Anonymous Anonymous said...

Difficult brief?

Get to fuck. What's difficult about it?

Great solution?

Get to fuck. What's great about it?

Well Done?

You get the picture...

1:53 PM  
Anonymous Anonymous said...

1.38pm.... you're in the wrong thread.

1:55 PM  
Anonymous Anonymous said...

So that's why Ian Morton left JWT!

2:01 PM  
Anonymous Anonymous said...

tooheys new should not win any beer awards.

but it beat hahn premium (also tooheys).


2:08 PM  
Anonymous Anonymous said...


2:56 PM  
Anonymous Anonymous said...

Sorry,it just isn't very good or very funny.

3:00 PM  
Anonymous Anonymous said...

2.56 - I love the irony

3:35 PM  
Anonymous Anonymous said...

Is that top judge Simon Collins?

3:41 PM  
Anonymous Anonymous said...

I'm sure Pete & Tim had much better ideas.

I'm sure the client didn't buy them.

In my opinion this is a pretty weak concept, if Patts or Mojo's did it, it probably wouldn't even make the blog.

3:49 PM  
Anonymous Anonymous said...

Another mixed-media, cross-platform campaign with many touchpoints, good art direction and no big idea.

If you want a Titanium lion you need an innovative and original idea. Media diversity alone isn't how it's done.

4:14 PM  
Anonymous Anonymous said...

It's amazing what some people can do with a few 'run once for an award' print or TV ads, a shitload of craft awards and great PR. And this work will no doubt win it's fair share of craft awards, which in turn will help Saatchi stay on top of the rankings - and maintain David 'Nobby' Nobay's profile.

So to that end, well done Nobby.

4:22 PM  
Anonymous Anonymous said...

Poos and Wees

5:19 PM  
Anonymous Anonymous said...

What the fuck, 4:22? Are you saying Tooheys isn't a real client? Or are you saying these ads only ran once? Or are you just talking out of your arse?

5:29 PM  
Anonymous Anonymous said...

Bollocks. You can't say something is the best in the world. Where the fuck is the credit in that. Sorry Toohey's but you have to earn your place in the world.

6:32 PM  
Anonymous Anonymous said...

Oh I must correct my post. You did EARN the best beer. But I wonder how much did it cost to buy that title? My tastebuds sure as fuck wouldn't give it a medal.

6:36 PM  
Anonymous Anonymous said...

I was at the Trinity Bar on Crown St at lunch today, and something interesting happened.

An old guy there was blasting this Tooheys campaign, saying that it was "a load of shit." Now I thought that that the agency behind the campaign probably wouldn't care about this critique given that he probably isnt the target demographic.

HOWEVER . . . then the barman, who is deinfitely a target, responded by saying that the Tooheys campaigns had "been shit" for the last 2 years, and that they were "completely out of touch." He then talked about some promotion where people were given some kind of cardboard megaphone, that really pissed off the punters. He also then declared that Carlton promos had been a hit.


Peter B.

6:51 PM  
Anonymous Anonymous said...

Did Tooheys old 'It's good to be old' (or whatever it was) print ever run?

I thought they were really good, but somewhat unlikely that they'd ever seen the light of day.

7:44 PM  
Anonymous Anonymous said...

David ‘Nobby’ Nobay.
That was the funniest thing i saw on this page.

8:16 PM  
Anonymous Anonymous said...

7:44, they ran ok.

They got into a great category I've been using for years. It's called P.O.S.

Shoot the ad, stick it in a bottle shop, take a shot and bosh! Cannes, fame, cash, the works.

Keep it to yourself, know what I mean?

8:33 AM  
Anonymous Anonymous said...

5:29 PM. No, not saying these aren't real, or didn't run. I'm sure they're very real and running everywhere. And they'll probably win a load of craft awards for art direction. Which will help bolster the few awards the agency gets for other ideas (that run once). So the points tally will be far better than the work. Great stratedgy on behalf of the CD.

9:08 AM  
Anonymous Anonymous said...

I saw an Old poster in my local bottle-o. But it wasn't there long.

10:05 AM  
Anonymous Anonymous said...

9 out of 10 mac operators hate Tooheys New.

10:11 AM  
Anonymous Anonymous said...

When will Saatchis do something for the client and not themselves? They'd walk over their own mothers to take hold of metal.
PS Metal is soooooooooo yesterday.

11:34 AM  
Anonymous Anonymous said...

I hate to say it but i 2 saw the Tooheys Old posters at my local a while ago. My mate and his wife loved them.

2:34 PM  
Anonymous Anonymous said...

11:34, walk over your mother maybe.

2:38 PM  
Anonymous Anonymous said...

This is utter crap. Right through to the website. Utter crap. Like a watered down light beer really.

8:46 PM  
Anonymous Anonymous said...


9:49 AM  
Anonymous Anonymous said...


9:50 AM  
Anonymous Anonymous said...

Fleur Kennedy is hot.

9:22 AM  

Post a Comment

<< Home