Natural Man reminds me of Brawny Man. They even shop at the same store and hang out in the same forest.

Not sure about this one.

I agree.

Sheila

very funny.

beer that makes you fart.

AWESOME.

Why is it set in america if it's for australian beers? Doesn't make sense to me.

Genius!

http://www.youtube.com/watch?v=d_BvQ-7k5Es

It's Australian beer. Micah, why is he a Yank?

Quite funny but are they trying to say that natural beer promises to make you fart?

Look, if you haven't got anything nasty to say don't say it at all.

About fucking time! Funny funny shit.

Reminds me of the lumberjack skit from Monthy Python
"... he's a lumberjack and he's okay"
Wonder if the specific ads will be like this, hope not. It's hard to expand on fart jokes.

Why is he American? Why is he farting?

Why?

Fart gags? Help us Jebus.

This is a shocker.

There's 4 spots, 3 have the guy farting in different locations - that's it.

The other has 'natural man' promising to chop down a tree.

Why did the client buy these ideas? They are just awful.

NOT ROFLMAO. WTF?

Just watched all of them and I'm confused.

Why does Nature Man fuck with nature if he's such a fan of naturally brewed beer?

To end on a positive, if not slightly pointless note:

brrrrrp!

Fart and wee jokes? I know mojo has been copping it a bit lately, but the slagging that they'll cop on this one will be well deserved. C'mon fellas, is that really the best you can do?

Brawny man was better

I love it! Genuinely funny the whole way through rather than just a lame gag at the end. Well done guys.

It's very quiet in here.

hello.. hello.. hello..

Where have all the slayers gone? The fiddled with, the angry?

The petty fools with venom in their mouses. Where are they?

I miss their squeaky soundtrack.

Perhaps this work is good no?

With rocks behind their backs they wait for the first cast. Any direction, any target will do. The led.

BOD

http://au.youtube.com/watch?v=M01K9HL8Iwg&feature=related

So natural beer makes you fart? Great, that'll really help me sell nights at the pub with the boys to the other half. Not only will I put on a beer gut and snore, I'll also fart now too!

Shy Mr. Tinkle & Brawny Fartman should both submit their talents to http://www.teamdry.com/

Down there with Shhh.

Wow! The fart gags, and pissing is damn crazy man. Cool!

shit is natural and this is shit.

DERIVATIVE AND BORING. DONE DONE DONE.

Whoa. This one's really stirring up everyone in ad-land.

So mojo's the only one producing any work right now?

it's funny!

nice and simple.

reminds of me of the Old Spice ads that Tom Kuntz did in the states. Same tone.

well done to the entire team.

It is bloody fantastic that you were able to get Brawny man to feature in your ads. What a coup!

Let's throw our stones at BOD. He's a fuck wit!

Love it, brilliant stuff guys.

About time a funny beer campaign from Oz.

4.26.

Yeah cool. Furzing, brunzen, shiezer und spunken is so IN right now. Wow! It's Crazy.

Fart gags stink

Maybe they're just indifferent.

i love the 30s, particularly the pissing one, but am not sure about the 10 second fart jokes

i mean i love fart jokes. but i dunno about these fart jokes. maybe i'm thinking too hard. they're just fart jokes. and i'm jealous you got someone to fund several big budget fart jokes for you.

The client would have been better off giving this brief to an adschool.

It would've cost nothing and they would've got better ideas.

Nice one Spirko.

Paul of the dam.

It looks about 10 years old. But not in a cool way.

What the fuck is this? The Publisis website? Sheesh.

I think Hamish is probably one of the best directors working in australia at the moment. At least he can see past the obsevational comedy obsession and do something a bit different. His Dulux ad is cool as well.

Mojo didn't do the website.

* Beers brewed in compliance with the Natural Beer Promise include: XXXX GOLD - the largest mid-strength brand and second largest beer brand in Australia; Tooheys NEW - the third largest brand nationally; West End Draught - South Australia’s number 1 brew; XXXX BITTER; Tooheys OLD; Swan Draught.

Oh well, at least you've got something to blame when these ads don't work.

Website: Awful. Boring.

7:45am: Who did the website then?

Team: Okay we need to say the beer is natural. So what's natural?
I know ... farting is natural. Ha ha thats awesome lets do 3 of those. Job done. Awesome work guys.

.
- Edward.

these are very american ads. perhaps that's why they're so good.

Is this the campaign where they killed a deer?

INT: Warehouse. SFX: Dripping water.
A man sits polishing his gun and the light flickers against his face as his trusty Mac downloads email addresses...

ANONY MOUSE (THE BARKING BISCUIT).

The Mojo's are nice guys and all but.................ENOUGH WITH THE BULLSHIT PR!!!!!!!!!!!

It's like every piece of work to come out of that place has to be accompanied with a novel telling is all how f$%&@g great and soooooooooo breakthrough it is.

The fart jokes are 10 sec billboards that go on FOX as support . There are also another 3 30 sec tv spots which will air in the next couple of weeks. Not sure why the campaign has been pr'd this way, makes no sense.

Still a great campaign.

I just don't get it, I watched the ads and thought they were awful so I jumped on to read some nice Friday morning creative sledging... And that's it? It's just a fart joke, and not even a good fart joke. The Mojo PR machine must be working really hard this morning to get all those positive comments up. 7:20 "Brilliant stuff guys" You've got to be shitting me!!

Campaign of the year! and I've only seen half of it.

For the record: PR'd by the client. Lion Nathan take an active interest in industry feedback. Conclusion: Industry full of insecure, bitter, little children. Will target media buyers with our premium beers instead.

comments - tick
jealousy - tick
conclusion
MOJO=MAN UNITED

The U.S.P is that because it is natural it will make you fart.
Interesting strategy.

sorry 9:40 but if it's only been pr'd by the client what's mojo's cd doing mouthing off in the pr release? or did the client just make that up?

PR'd by the client? Wonderfully diligent of them to include a full list of credits that excludes themselves plus quotes from the agency CD.
Dig up stupid.

1974....

http://www.youtube.com/watch?v=R6dm9rN6oTs

Creative idea aside, who honestly thinks people give a shit if the stuff they're drinking to get shit-faced is full of unnatural shit anyway. Shit me.

I agree with 10.59

not saying it's a bad ad, it's a crap strategy.

One of the biggest problems with tooheys is you get quite gassy after a few, especially tooheys old.

this is just....

let the results speak for themselves.

i'll grab a coopers with no preservatives or farts ta.

And also - not a good idea ripping someone else's intellectual property (brawny man)...

So i hope to god the client is reading this.

See the rest of the campaign:

http://www.youtube.com/watch?v=8wjeOH5TnFk&feature=related

As was mentioned before, the 10 second trailers roll out after the 30's, of which there are more to come.

I love Brawny Man, and the Brawny Academy. What were the guys at Mojo thinking?
I understand that ideas get recycled, but come on, this is recycled nor adapted it has purely and simply been ripped off. I expected so much, now I sit here feeling disconcerted. Thanks guys.

I think as films/ads they're ok, sure we've seen them before, but they're ok.

What's far worse is the sweeping attempt (which probably looks good on a brand portfolio map), to try and own a USP across multiple brands (all with completely different brand personas), as a competitive edge.

It's marketing laziness. And no creative execution can make that work.

Just a question: if these are Australian Brands why do Lion Nathan keep making ads about Americans?

What's wrong with us? I'm getting a Beer-inspired dose of inaquate-ness....might go drown my sorrows in a couple of Buds...

Just piss and wind. Come on, is that the best that can be done?

This campaign made me laugh.
Cant say much out there has recently. This did.

It's for BEER. So have fun with it.

To all the haters...don't be so literal, lighten up, relax. You all take yourselves so seriously...that doesn't make you more intelligent, it makes you all soound so bitter.

Mojo Sydney is pretty much the only ad agency doing any interesting work in Australia. (Having said that, it's about time too)

The world is watching your petty comments, your bitterness and hate.

Well said LONDON.

To all the sad and insecure creatives in OZ! go and make some good ads win a few awards get to be a judge on an award jury then come back in here and lay down your insightful comments...until then fuck off and get back to work cause you're all obviously struggling to do any work what so ever. Mojo seems to be the only agency out there doing great work.

Also to all Brawny man references: funny how this campaign gets flogged because the device to bring some attention to a boring statement is a Lumberjack in a forest. Shit, haven't seen one of those things before.

Nigel can you please explain the Brawny Man strategy for us all?

These are just good old fashioned funny ads.

Well done Mojo you are by far doing the most interesting and creative work in the country.

Hey London,

The world is also watching this lame Aussie attempt to be creative. How can you say 3 fart gags make a good campaign? I really do question your intelligence!

And saying Mojo is the only agency in Aus doing interesting work isn't doing us any favors on the world scale mate!
I can name at least 4 or 5 agencies doing better stuff.

Please think before commenting.

- Melbourne

This piss up made me laugh more than I can say about the last lot of flat beer spots.

I may have posted some nasty things earlier but its the truth.

But, I'd also like to add that no one was really talking about Mojo Sydney before Micah arrived. The man is clearly working frickin hard.

7:37 – if you look at this link, the script is lifted almost word for word from it.

http://www.youtube.com/watch?v=8wjeOH5TnFk&feature=related

"You know there's nothing like chopping wood to the sound of the red throated warbler to make you realise what's important." (Brawny)

if you think this bad,check out the new DDB campaign for Barons beer on their website...it makes this tat seem posiyively brilliant!

http://business.smh.com.au/business/lions-green-beer-pitch-as-dead-as-the-deer-on-the-barbie-20080716-3gfu.html

Why the American accents?
The extreme pissing reminds me of a scene from the Mighty Boosh. Series 3 i think.
The scene where Spider is taking a pissing with his eight penises.

Luv Andy.

http://news.theage.com.au/business/lion-nathan-shares-in-trading-halt-20081117-68b2.html

Wonder what the announcement will be? Maybe they're going to apologise for the shit ads?

I think that the fact it is for Tooheys is extremely well hidden and I honestly doubt that any normal person would bother looking for it. Instead I'd be keeping my eye out for a natural looking bottle like the one in the ads. And drink that.

In other words, derivative, borrowed interest. Not very good advertising. Try harder - or MORE IMPORTANTLY try less hard.

Rog

re: http://news.theage.com.au/business/lion-nathan-shares-in-trading-halt-20081117-68b2.html

mmmm...cola beer....

This one has a chick in it.

http://au.youtube.com/watch?v=Z7aN2AopyZc&NR=1

Charles that ad is awesome thanks. Don't know what she said about the beer but who cares, she's hot! Chicks and beer that's where the magic is.

Luv Andy.

Dave@7:18am...

Don't mind the DDB work. In fact I'm glad it's up because CDs can't push us down a similar routes in the future. The whole blokey, toughy, man vs woman, beer, deep voices, chicks with knockers, building a boat vibe is really wearing me thin.

It's not that hard to do a different idea for this category. It's just everyone (including normally brilliant CDs) assume because it's beer the ad should patronise men into being lumberjacks/fisherman/cavemen/idiot/pissheads etc. Which is why every beer ad ends up like a freaking 4WD commercial.

At least DDB are trying to do the whole 'movement' thing. That might resonate with a few males that go 'yeah... i'm a trady... and i'm sick of using gel. I'm gonna sign up me here but first I'll be getting me a barons pale, eh?'

these made me laugh. they my not be brilliant and the idea has been done before in many different ways, but they're better than most beer ads out there and Jo punter will like them.

to all those slagging it. keep going. it saves having to put your own work on the line doesn't it?

to all those questioning why he is farting. You ony really have two strategies with a message like 'natural'. you either show all things natural or you juxtapose unnatural to natural to prove the point. the other natural beer campaign does the same thing - can't remember the brand.

to all those asking why he is American....please go and work as a brand manager and ask to see your target audience displayed in every ad.

aaaahh, aaahhh, blah.
And another thing. Ahhh, aahh, blah.

I like pissing in the midight breeze. I like farting in a field of tulips. I like burping to the symphonies of Motzart. I like ads, but I dont like this one. Much.

Horse piss. Funny.

The Barons campaign.
Jungleboys
The Maxim campaign.
CPB

http://www.cpbgroup.com/view.php?id=308
http://www.cpbgroup.com/view.php?id=302
http://www.cpbgroup.com/view.php?id=309
http://www.cpbgroup.com/view.php?id=303

Bring on banning booze ads to save us from Lion Nathan. Hurry. Please.

Barons stuff is cliched rubbish.

I disagree Joe, it's PATRONISING cliched rubbish.

A whole mess (for the seppos) of outwardly clever boys and a few pretty girls, all of whom were loved by their mums and had every chance in life, came together over a week and toiled hard to produce this jejune milquetoast. Saddening.

Hey Steve,

even that CPB stuff is rubbish.

Fuck this man vs woman (or man stroke woman) crap.

Reg, I've toiled brother. I was loved by my mum, unfortunately my dad didn't love her. Haven't had many chances in life, but I'll show you the calloused knuckles of having to make my own. Seen and frequented with societies lows, and canoodled with the highs. Lost friends, via bullet, machete, and drugs, and gained many through teamwork, good work, and hard work. Toil? Toil! I love toil. I wouldn't change a single thing in my life if I could go back. I'm intertwined with this land and it's people like the wise old tree that haunts you through your window. Can we talk about toil Reg?

And to think that only Australia's most tasteless beers are included in the natural beer list.

Would be a shame if Australian beer drinkers actually switched on their brains and taste buds and supported our struggling microbrewery industry.

But that would require people to actually drink beer with flavour.......

The Wychwood brewerys ad campaign sums it up beautifully - 'Afraid you might taste something lagerboy?'

97

98

99

100. Yeah!!!!

not all beer drinkers are yobbos,but most beer ads make male drinkers out to be real yobbos,and natural beer ad is by far the worst.and beer drinkers deserve better

Last time I checked the 'Natural Beer Promise" was a done idea.

So old it was dreamed up in 1516. The German Purity Law adheres to brewing with only 'water, barley and hops'.

Now these buffoons add 'cane sugar', change the name and sell it as a groundbreaking idea.

Oh dear.

I hope the Lion Nathan/Publicis guys are reading these comments to keep track of the campaign's reception.

This is a crap campaign. Alcohol is basically poison, stuffs up your liver and your brain, so who is going to care about a few harmless flavours and preservatives? 'Natural Man' is not someone I can identify with. Fake accents - what were you thinking? Why does it have to be American? If he can't understand the irony of drinking natural beer to celebrate the destruction of nature, does that mean I'm drinking the beer of idiots?

(Hmm - XXXX. Yes, I think that would qualify as the beer of idiots.)

wow, yawn, that was so dull.....i don't know why I bother to comment.

Sheesh, good luck on the next one............ if you still got a job.

Hi Tim,

You must work at BMF yeah?

Funny how only the good agencies get bagged on the blog and funny how only the good agencies display work on the blog.

Simone

winners are grinners and losers canplease themselves vb and carlton will always dominate the market lion nathan you forgot to mention who sells the most midstrenght beer tooheys will always be a nsw beer the rest of australia thinks it is crap

This tacky series of toilet humour advertising is an insult to the intelligence of a modern viewing audience.
It stereotypes the beer drinking market as pissing,pig-killing rednecks.
Many people are finding this ad offensive ,what a waste of time and money.

I work for another beer company.. I just don't get it.. Why an American?

Get rid of the wan----- who advertises it hes not a yank or a bloody Australian

There is one good thing about Lion Nathan marketing ... gives us all something to hurl shit at.
How do you guys sleep at night?

The guy is so masculine and HOT i am buying the beer. How do i find out the guys name?

11:10 – check your call sheet.

Why oh why do we have to have a yank,for gods sake get an aussie.Merv Hughes maybe.

American beer has as much preservatives as Australian beer, too, it's not like their beer is more natural than yours.

They could have at least used a Canadian, we don't have any preservatives in our beer because we basically live in a giant fridge. Hahahaha.