Tooheys Extra Dry launches The Lab's TVC finale via BMF this Sunday night
Marking the culmination of the five month integrated marketing campaign 'The Lab', Lion Nathan will unveil its latest TV campaign for Tooheys Extra Dry (TED), created by BMF, this Sunday March 14. The TVC extends TED's core proposition of the 'clean, crisp taste' and continues the brand's reputation for exciting, mould-breaking creative and innovative use of music.
Part TV commercial, part video clip, the creative was designed to come at its audience from different angles and is explored via several unique executions that will be drip-fed throughout the campaign - each revealing a different set of characters on individual versions of a night out, and unique journeys to the 'clean, crisp taste'.
What sets the TV campaign apart is its development as part of TED's
broader music initiative, The Lab - led by music agency Peer Group.
Each execution is set to the track Fox, by up-and-coming Aussie band
Danimals - who were chosen by world famous musician and producer Mark
Ronson to travel to New York and collaborate with international music
legends in The Lab. The resulting track is a collaboration between
Danimals, Mark Ronson, John Taylor of Duran Duran, Alex Greenwald and
Santigold and is already getting air time on Triple J and FBi.
Uniquely, as opposed to the music being chosen to meet the needs of the TVC, the track was created separately in The Lab to allow the collaborators complete artistic freedom - an experimental approach to the way music and pictures come together.
Lion Nathan Marketing Director, Matt Tapper, said the campaign extends the brand's solid music platform: "TED
has more than six years experience working with the music industry with
festival sponsorships and brand initiatives such as uncharTED and
uncharTED LIVE. In fact the relatively unknown Benny Bennassi track
'Satisfaction' became a radio and dance floor hit in its own right
following its exposure in our well-known 'Tongue' ad.
"The Lab is our next evolution. We recognise consumers want to engage with authentic brands that share the same values they do - and TED has put its money where its mouth is to become a true part of a world our consumers are engaged with."
Says Warren Brown, executive creative director, BMF: "TED has always been about originality and collaboration. This campaign was a unique opportunity to work with the music industry and our agency partners from all sides of the creative process. Every piece of the campaign feels like its part of a much bigger world - which it is."
Testament to Lion Nathan's view that brands are built at every stage of the selling environment, the fully integrated campaign, includes TV, music video, radio, digital, PR, print, documentary and on- and off-premise activity.
"This campaign is a great example of the way we approach marketing at Lion Nathan - we recognise consumers interact with our brand at multiple touchpoints, and we see the best results when our creative is integrated across a variety of disciplines," said Matt.
"Tooheys
Extra Dry is currently the 5th largest beer in the country and
continues to experience double digit growth - we're confident this
latest direction will only serve to strengthen the brand's resonance
with consumers."
An extensive music and PR campaign, developed by Peer Group, has been supporting The Lab since its inception in November - raising awareness of the brand initiative, directing the development of the documentary, and engaging influential music industry commentators and radio stations to launch the single Fox.
"The Lab has provided people with the chance to see a very raw and truthful representation of the creative process," said Adam Zammit of Peer Group. "A fly-on-the-wall documentary, to be released in April, will take people on the journey we have all been through over the last five months - from the very first planning meeting right through to the TV campaign."
Meanwhile a digital campaign, developed by Holler, will see a suite of unique content and behind-the-scenes footage from The Lab available via a dedicated website and mobile site (www.tedthelab.com) and pushed out via branded social media channels.
Advertising - BMF
ECD/CD: Warren Brown, Simon Langley
Creative Team: Paul Bruce, Dean Barry Frederick Hunt
Director: The Glue Society
Production Company: Revolver
Music and PR Agency - Peer Group
CEO: Adam Zammit
Group Account Director: Sarah Crane
Creative Director: James Hodgson
Documentary Producer: Alistair Ferrier
Documentary Director: Morgan Jones
Documentary Editor: The Editors
PR and Publicity Manager: Hannah Cooper
Digital Agency - Holler
Creative Director: Tim Buessing
Designer: Kerry Edwards
Copywriter: Tony Wild
Senior Project Manager: Mic Wernej
Senior Account Director: Suzette Mackenzie
Account Manager: Rich Dredge
Technical Lead: Carlos Arroyo
Flash Developers: Lukasz Karluk, Shaun O'Connor
Media Buying Agency - Zenith Optimedia
BTL Agency - Momentum Worldwide
Uniquely, as opposed to the music being chosen to meet the needs of the TVC, the track was created separately in The Lab to allow the collaborators complete artistic freedom - an experimental approach to the way music and pictures come together.
Lion Nathan Marketing Director, Matt Tapper, said the campaign extends the brand's solid music platform: "TED
has more than six years experience working with the music industry with
festival sponsorships and brand initiatives such as uncharTED and
uncharTED LIVE. In fact the relatively unknown Benny Bennassi track
'Satisfaction' became a radio and dance floor hit in its own right
following its exposure in our well-known 'Tongue' ad."The Lab is our next evolution. We recognise consumers want to engage with authentic brands that share the same values they do - and TED has put its money where its mouth is to become a true part of a world our consumers are engaged with."
Says Warren Brown, executive creative director, BMF: "TED has always been about originality and collaboration. This campaign was a unique opportunity to work with the music industry and our agency partners from all sides of the creative process. Every piece of the campaign feels like its part of a much bigger world - which it is."
Testament to Lion Nathan's view that brands are built at every stage of the selling environment, the fully integrated campaign, includes TV, music video, radio, digital, PR, print, documentary and on- and off-premise activity.
"This campaign is a great example of the way we approach marketing at Lion Nathan - we recognise consumers interact with our brand at multiple touchpoints, and we see the best results when our creative is integrated across a variety of disciplines," said Matt.
"Tooheys
Extra Dry is currently the 5th largest beer in the country and
continues to experience double digit growth - we're confident this
latest direction will only serve to strengthen the brand's resonance
with consumers."An extensive music and PR campaign, developed by Peer Group, has been supporting The Lab since its inception in November - raising awareness of the brand initiative, directing the development of the documentary, and engaging influential music industry commentators and radio stations to launch the single Fox.
"The Lab has provided people with the chance to see a very raw and truthful representation of the creative process," said Adam Zammit of Peer Group. "A fly-on-the-wall documentary, to be released in April, will take people on the journey we have all been through over the last five months - from the very first planning meeting right through to the TV campaign."
Meanwhile a digital campaign, developed by Holler, will see a suite of unique content and behind-the-scenes footage from The Lab available via a dedicated website and mobile site (www.tedthelab.com) and pushed out via branded social media channels.
Advertising - BMF
ECD/CD: Warren Brown, Simon Langley
Creative Team: Paul Bruce, Dean Barry Frederick Hunt
Director: The Glue Society
Production Company: Revolver
Music and PR Agency - Peer Group
CEO: Adam Zammit
Group Account Director: Sarah Crane
Creative Director: James Hodgson
Documentary Producer: Alistair Ferrier
Documentary Director: Morgan Jones
Documentary Editor: The Editors
PR and Publicity Manager: Hannah Cooper
Digital Agency - Holler
Creative Director: Tim Buessing
Designer: Kerry Edwards
Copywriter: Tony Wild
Senior Project Manager: Mic Wernej
Senior Account Director: Suzette Mackenzie
Account Manager: Rich Dredge
Technical Lead: Carlos Arroyo
Flash Developers: Lukasz Karluk, Shaun O'Connor
Media Buying Agency - Zenith Optimedia
BTL Agency - Momentum Worldwide
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Looked at the site for a few minutes and it was pretty boring.
I think the best bit is the logo.
Waiting to see where it goes, or is that it?
anything with santigold is amazing and from the same agency that brought us bubble wrap cool kids, who'd of thought??
Technical lead, Carlos Arroyo?
http://en.wikipedia.org/wiki/Carlos_Arroyo
Cool.
I'm sorry... what?
This is the most confusing pile of dribble I've ever read or watched.
This is the emperors new drink.
I like it.
Good idea.
Not knowing what the Lab is, I watched the video: What is the Lab? I hope the target audience doesn't. Unless they like watching middle aged men pretend they're rocket scientists.
Some people raised their concerns over stuff like this in the Bpay thread.
I just don't understand why anyone would be bothered with this sort of stuff. It's just "different" for the sake of it.
Can't we please just get back to making good 'ads'?
Touchpoint this, upload that, honestly, why why why? Why would I?
And no, I'm not some 50yr old Luddite wishing for a return to the glory days of TV. I'm fucken Gen Y. With better things to do than go on a treasure hunt or any other banal crap that adwankers today keep feeding us.
The sooner we realise people enjoy spending time doing stuff THEY want to, not what WE think they want to, the better off we'll be. Oh and we might even make a good ad or two.
Hi Confused. Here's how it works: your arse is the large smelly thing jutting out from the back of your pelvis and your elbow is the calloused wrinkly thing that appears when you bend your arm to stroke off.
Dean Barry Frederick Hunt.
I remember when he was just plain old Dean Hunt.
since when did beer advertising need to be so complex.
I'm not interested in all what it took to make a track for a TV ad. How about just making a good beer ad.
I think the best beer ads are about beer.
Good idea. Interesting project. Yet, those are the worst TV spots. I'd take them off the site altogether. They quickly make a good piece of work look pretentious and lame. The cool hunters you're trying to reach will tune you right out.
That's a lot of work to make an ad not about anything. I very seriously think other beers drinkers would be interested in that "project" Say no to projects. Leave them back at school.
I'd rather build a boat than wade through that load of tosh. People don't give as much of a fuck as you'd like them to about the 'creative journey' you've all been on.
It's a beer for fucks sake, stop taking it and yourselves so seriously.
I reckon this is all apart of the Carlton Draught master plan. They shelved the ad so this would launch first to remind everyone what a world without good beer advertising looks like.
BTW- 12:10, hilarity. Adding the masturbatorial reference to the arse from your elbow call = gold.
If I was a cool hunter those ads would make me want to hunt for another beer
1202.
why so simple your world?
Linger, think of old souls and dirty floors.
Coming for you.
Armed and beautiful.
Live a little.
Get pegged.
You might enjoy it.
Really Uptempo Brave Ballsy Insightful Sexy Hot
definitely some points here for trying - justl
trouble is this entire saga is monumentally complex and utterly boring
does it give me reason to drink really bad beer? na. is it trying mega hard to be cool? yep. whatever
Is TED launching in New York? I don't get it. And what's the story with the clothes pins? Utterly confusing.
Makes more sense than the harvesTED stuff. And looks a lot better.
what a wank.
I feel sorry for the band. They just don't realize how lame this makes them look.
1202.
why so simple your world?
Linger, think of old souls and dirty floors.
Coming for you.
Armed and beautiful.
Live a little.
Get pegged.
You might enjoy it.
Pretentious wankers.... corporate australia GTF away from art, music or anything creative. Make your ads - try and make them funny and stick in between are entertainment. You think your tappin in to what the think the young folk are up to. this is soooooooo fxck off.
2 lovely polished turds.
Logo looks like it spells 'corporate' on first glance.
TV ad doesn't really seem to have a message, or maybe I had too many beers last night.
But I have to say any money that supports Aussie bands is great.
What would be even better is if Tooheys could get rid of the poker machines in all their pubs and replace them with rock bands again. Not all of us like travelling to the inner-west to see bands that have already made it. There's not many places to go and see untapped talent anymore.
Gen-Y and the Australian Music Industry will thank you.
Hopefully this campaign develops to a point where it generates real cash for kids with beaten up strats and a genuine industry we're all proud of instead of looking like it's just cashing in on what's already there.
Turn it up to 11 guys.
That is THE worst music video of all time. There is nothing remotely genuine or original about it.
The idea of going to NYC to have Ronson produce a song for your brand/band is an interesting peripheral story and could have made a good website for TED.
Yet, doing a terrible music video that cutsdown to an even worse spot utterly kills the passion & energy of this venture.
Altogether, the pretentious poo society's artifical staging of this idea killed it. A wasted opportunity indeed.
I thought there were supposed to be better musicians attached to this concept? What happened to all the talent?
the more i watch them the more i like them
Interesting idea. Commercials are painful.
Hey 12.10 I'm confused by this crap too. Maybe you can help me as well? Your blog posting is much better than your ad.
So many groovy and cool people leading superficial and shallow lives. Absolute shite. No one is going to buy the beer from this ad.
Majority of beer purchasing decisions come down to a simple formula:
{Perceived taste quality} / price
TED is a beer for first time drinkers or bogans that don't know what a real beer is. Not trying to cause offence here, but read any decent beer review site and you'll find it scores very low. A word of warning - TED workers tried to infiltrate some of the 'user review' sites and had a pretty massive backlash from the online beer-snob community, so if you see a high rating, be suspicious. It doesn't hold its head or form and tastes like dishwater.
Try it yourself – put it next to a James Squire or even better, a decent Redoak beer and you'll probably agree TED is a very bland, single dimension session beer with way too many bubbles.
BMF's problem is, TED's price is more than a New or VB in most bars / bottle shops, and anyone that knows anything about beer rates New and VB higher.
So why do they do this 'pretentious crap' as you call it?
They need to. Simple. When the product is inferior and the price is more, what else can you do?
I feel sorry for anyone at BMF that picks up this brief, it's a tough nut to crack, and I hope this goes well for the guys. I think they've done pretty well at hitting 16-18 year olds, considering.
Looks like this was the planners idea.
Is it so incredulously uncool that its cool?
Dear Beer Snob,
You make some valid points, but I have to disagree with the last one.
I don't feel sorry for anyone who picks up this brief - there has been some amazing work done on TED - it's a great brief.
But there has also been some really shit work - like Harvested, 6 Beers and this pile of crap.
The output just depends on how far up your own arse you get.
In this case, very, very far.
It fails because...
1. It's made by ad guys for ad guys.
2. The campaign has a back story that no-one cares about.
3. They have an intro video featuring the ad guys and the client!?. Geeeze... WTF?
4. Mark Ronson is a hero of average... The result is average.
5. The song and idea have no 'edge'. It's all background noise.
6. The digital looks OK but it's soul-less because it's just video in a nice package.
hey beer company pay some real artists real money and you might get a really good job.
People who drink TED listen to ACDC how could they get it so wrong.
Let's remember it's really not designed to be a standard TVC, but a music video for a TED-sponsored collaboration.
It doesn't necessarily make it the world's best music video, but the criteria for judging a music video are a little different and means you can get away with being a bit more arty and you don't really have to make 'sense' in the conventional sense.
I think the guys did a great job to retain the artistic vision in what must have been a very difficult project to produce.
complete bollocks.
bring ossie back.
almost as confusing and even more pretentious than BMF's 5 Seeds cider bullshit. i said 'almost'...
Beer Drinker, I agree with you entirely. The stuff Petch did for the launch was amazing, and actually contained an idea. But it was a launch.
I guess I'm trying, and struggling, to politely find a reason why the advertising has been irrelevant, executional and lacking an idea ever since 'Tongue' and 'Washing machine'?
Any hints anybody?
Recent big fails; this and VB RAW. Two clueless turd campaigns. No fucking idea.
Lab beer makes me thirsty.
Just way too hard. I can't be bothered engaging in this ... I think most aussie beer drinkers will think the same.
Please stop trying so hard!!
This is one step worse than the ping pong grenade
I get it.
It's part of a much bigger world that doesn't include Australian Beer Drinkers who get a bit thisty now and again and need a beer .
Maybe they're on to something.
LOVE the idea of meaningful and thus VALUABLE collaborations between brands and the music industry (and any other segments of the entertainment industry).
The problem here lies in the fact that it would seem that everyone has got carried away with the notion of the collaboration ("wow! it's that bloke from Duran Duran!") and the actual creative product has somehow slipped into nothingness. The song is pretty bad and the films are neither great music videos nor great ads.
It's much easier to criticise though than it is to genuinely break new ground. You don't have to be a genius to see that these sort of content based projects are going to be an important part of the brand-scape in coming years, and on the way to getting it totally right there's going to be a few "not quites". This is one of them.
Ooh, this IS a cosy little duck pond! Pretty much all of you male and over 35... Come on guys, tell me more about this target audience you all seem to be so in touch with!
wow - youth cheese - dull if you ask me....
hey andre how old the guys who made these?
Well if this is targeting school & uni kids Carlton kicked its ass.
This is a breakthough in sharing the high cost of TVC production!!!
Replace the pack shot with a Lee logo and bingo, a Lee commercial!!!
Take the Lee logo off and put on ... well ... you get the idea.
I certainly do.
I'm gonna have lunch with the CD tomorrow.
(Thinks)
Maybe we can sell footage to Corbis.
Mmmm ...
Fucking love this business!!!