Tooheys Extra Dry Harvested was launched by Australian brewing group Lion Nathan on May 6, an integrated advertising campaign playing with the connection between the Tooheys Extra Dry initials (TED) and the Teddy Boy hair style. (See my story on the Tooheys Harvested Interactive site)
A young Rockabilly guy with a Teddy Boy haircut (long, strongly moulded greased-up hair with a quiff at the front) plants hairs from his quiff in a cultivated paddock, carefully watering them with with Tooheys Extra Dry beer. Over time the hairs send out roots and shoots, growing into pods with long hair. By day he drives through the crop with a car washer/ scooter, massaging, washing and conditioning the maturing pods. On the night of Equinox HarvesTed dances with other long haired villagers in the presence of the pods. Finally comes the day when the pods open up, revealing new villagers each holding a bottle of Tooheys Extra Dry. HarvesTed is ready with a freeze gun, immobilizing the newly hatched rockabilly villagers and confiscating the Teds. The super: “The Clean Crisp Taste”. harvested.com.au
Click on the image below to play the TED HarvesTED video in YouTube
Tooheys Extra Dry HarvesTed was developed at BMF, Sydney, by executive creative director Warren Brown, art director Jed De Pyper, copywriter Kim Neidhardt, GAD/Account Directors Nick Garrett and Fleur Kennedy, strategic planner Fabio Buresti, and agency producer Mandy Payne.
The music for HarvesTED is a Decoder Ring remix of “Yama Yama”, adapted from Le Monde Fabuleux Des Yamasuki, a pseudo-Japanese concept album produced by French duo Jean Kluger and Daniel Vangarde in 1972. The track, featuring a Japanese choir singing over drum patterns, vibes and fuzz guitar work outs, was part of a cult following dance scene in France in the early 1970s.
The music was sourced and cleared by Level Two Music, Melbourne. The music concept/remix was developed by Level Two Music in conjunction with Decoder Ring. The mp3 track can be downloaded from the HarvesTed web site – go to the TV and change the channel.