Tooheys Extra Dry HarvesTed

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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)

HarvesTed in Tooheys Extra Dry TV ad

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 video in YouTube

Credits

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.

Filming was directed by Steve Ayson via The Sweet Shop, with producer Claire Kelly, director of photography Danny Ruhlmann and editor Jack Hutchings. Sweet Shop hosts HarvesTed as a quicktime video.

Post production was done at Animal Logic. Colourist was Ben Eagleton at Bean Colour.

Pods crop in Tooheys HarvesTed TV ad

Music

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.

Le Monde Fabuleux Des Yamasuki at Amazon.co.uk

See Tooheys Extra Dry Harvested in quicktime format at Shots as the Weekly Hot Shot and at Boards Screening Room.

via Campaign Brief

Harvested Ted in Tooheys Extra Dry TV ad

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This entry was posted by Duncan on Sunday, May 6th, 2007 at 7:00 am and is filed under Inspiration, TV Ads. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.

Posted in Inspiration, TV Ads

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76 Responses to “Tooheys Extra Dry HarvesTed”

Hannah May 7th, 2007 at 5:18 pm

The ad is brilliant - surreal and crazy looking and totally different. The guy is gorgeous. I love it.

Trish May 8th, 2007 at 3:50 am

The music for the ad is great but the ad itself annoys the hell out of me every time I see it. The story within the ad is not apparent & it really does nothing to sell the product.

Matthew May 8th, 2007 at 2:21 pm

Interesting advert.

Makes me thirsty for a Heineken.

Vic May 8th, 2007 at 8:28 pm

Music is great, advert is mince.

Adam May 8th, 2007 at 10:08 pm

What the f&*$ is this add about…it totaly lost me. the beer is not great either!

Simon May 9th, 2007 at 9:49 am

It just goes to show that a big budget doesn’t guarantee a “BIG” ad!

Jimmy May 9th, 2007 at 4:04 pm

This ad rocks. The meaning is not apparent at first but thats whats great about it, it tells a story that requires a bit of deciphering. Beats the f* out of “BIG” ad.

jupukai May 11th, 2007 at 10:50 am

this ad makes u think what the hell is going on , hence it sticks in ur memory . and thats what makes it great advertising.

Nick May 11th, 2007 at 2:15 pm

I think this is a classic case of a company being too close to their product. To them and ad their agency it will make perfect sense I’m sure after hours of creative ’sell-in’ and development of the idea. To the average Joe out there, capturing the ad in a distracting environment (ie the average family home) it will make no sense at all I’m pretty sure of that.

DAVE May 13th, 2007 at 1:10 pm

not a fan of the ad, love the beer.
bring back the tongue!!

Morgan May 13th, 2007 at 10:22 pm

I cant work out this add. Even from the explanation this site has given me.

I know it stays in your head which is a good thing for the advertiser but so does a really well crafted and interesting advertisement like the tongue.

me May 17th, 2007 at 12:33 am

absolutely HATED the “tongue” ad.

it actually put me OFF the product..so yeah big kudos to that marketing genius o_o

but THIS ad on the other hand is great. haha it’s so intriguing..takes a while to get it and each time you see the ad it becomes a little more clear.
Although i have to say when i changed the channel and saw this ad for the first time (not knowing what the hell it was about) i was CRACKING Up at the end going “wtf.. its about BEER??”

haha love the music too!

elvira May 18th, 2007 at 5:58 am

I love the advert! And after reading the TEDdy boy bit..I get that and kudos to the makers for the concept..Also, congrats to Decoder Ring on the amazing remix of the song..Well done!..its very mesmerising and has such a great impact on the attraction to the advert. I’m lovin’ TED as well..he has a josh homme feel to him..It would be great if they discovered him with a quiff like that prior to the ad….Way better than that stinkin’ tongue ad..lets never speak of that advert again!

Clinton May 18th, 2007 at 9:45 am

Mmmm….Still not sure I like it? Came across this web page trying to find the true meaning of it actually. After reading the above, I get it, kinda obscure, not many average ppl would understand (like me). They will remember the weird ad, as oppose to the true idea. Top marks for the music, ad… well…. jury still out on that one!

will May 18th, 2007 at 5:28 pm

bloody brilliant add defiantly my favorite!!!!!1111

Louie bra May 21st, 2007 at 9:22 pm

Hey great ad broo! but the song is toooo good!! plz send me an email with the name of it!!! i love your beer too email me - lil_lou_in_dahouse@hotmail.com

Bec May 21st, 2007 at 9:51 pm

Awsome add dudes! you really thought out of the box with this one. Andthat song really does it for the add too! im lovin that song soo much! plz plz email me the song title
im gonna go have me some Toohey’s Extra Dry

Daniel May 21st, 2007 at 10:26 pm

Well, it all makes sense now.

Of course most people wouldn’t bother finding this site unless (as I was) they wanted to know about the *awesome* music.

Damo May 22nd, 2007 at 3:52 am

Great to see the Teddy boy style back in town!

Luke May 22nd, 2007 at 7:13 pm

Would love to get a copy of the remix

Duncans Interactive - Harvested Interactive Site May 23rd, 2007 at 2:53 pm

[...] them into pods which produce pod people holding Tooheys Extra Dry beer. See more on the story at Duncan’s TV Ad Land. The interactive site, http://www.harvested.com.au, invites adult internet users (18 years and older) into [...]

Billy May 23rd, 2007 at 11:33 pm

Your beer is awesome, the ad is awesome etc… I need the name of that song! ^^ And like a brochure to get myself a cartoon of extra dry plz. kthx

joel May 23rd, 2007 at 11:35 pm

Your beer sucks, the ad sucks etc… Heineken ftw! Hehe

Kennie May 24th, 2007 at 2:49 am

i hated the tongue ad. it was disgusting, OTT, tryhard etc etc
but this one , i love it.
the music is the first thing that attracts me, the hair of the guy is second, the ritual dance thingy is also one of the best aspects.
i dunno bout you guys but this ad definitely gets me craving for a beer, TED to be exact..
if you guys love this ad then you’d probably wanna see http://www.thisisliving.tv , thats for PS3 by TBWA london. quite cool website with cool music.
cheers

BeerKeg May 24th, 2007 at 3:26 pm

lol you can download that song from the http://www.harvested.com.au on the TED tv function when you change the chanel until it comes up

proff May 24th, 2007 at 11:19 pm

hey beerkeg, you forgot the .AU !! But hey i checked out Harvested.com.au thats pretty cool hey!?!!? and yeah download the song…pity it’s only a minute thirty, but now i’m looking for more of that kinda stuff! Took me a while to figure out what was happening but you gotta love the blown HR ute….personally i’ll drink the beer if it’s free but 345 ml? come on!

Cynthia May 24th, 2007 at 11:41 pm

I’ll agree that the ad is vaguely intriguing but it really does not make me thirsty. I rarely drink alcohol anyway, let alone beer. I hated the tongue ad, it was not funny and just made me cringe, like the Mentos ad where the guy’s nipples grow. When these ads come on I just change channels and the HarvesTED ad
is starting to have the same effect. I think I’ll go and have some fruit juice!

Megs May 30th, 2007 at 9:06 pm

Clever ad, I personally thought it very good! It captures the attention of its audience by its very nature, leaving people wondering what the underlying ad it is really about! We understand is has got something to do with beer but why such an unusual ad. Fascinating indeed.

Johnnydman May 30th, 2007 at 10:20 pm

sup i love this it is my idol i so want the song im dien to know what it is called could someone send me the name of it please
Johnny_da_gangsta0123@hotmail.com

Jason June 1st, 2007 at 12:07 pm

Possibly the worst ad in history. How are consumers supposed to relate to the HarvesTed crap and his stupid hair. I wanted to know what the ad was about so I had to search the web. Good music though!!

dave June 2nd, 2007 at 6:54 pm

What an ad better than the tongue rockabilly rock on great beer great ad love to drink the TED need more promo gear like the cap

matt June 3rd, 2007 at 10:06 pm

hi where can i get this song from??

matt June 3rd, 2007 at 10:09 pm

who is the song actually by?? and where could i get it from??

Lisa June 3rd, 2007 at 10:31 pm

hey all. like alot of you here, i’m after the song on the harvested ad. someone said you can download it?? I went to the site, but i could only play it. Anyone know how i can get a copy????

Meganjean June 3rd, 2007 at 10:54 pm

i love the song. Everytime it comes on I turn it up.

Duncan June 3rd, 2007 at 11:25 pm

Visit in Internet Explorer then retrieve the mp3 from your temporary internet folder.

Duncan June 3rd, 2007 at 11:26 pm

ALternatively buy the whole album from Amazon. The track isn’t available on iTunes in Australia at this point. It is in France though.

Gypsy June 4th, 2007 at 8:53 am

absolute crap ad. Can’t stand it.

Drinker June 4th, 2007 at 11:02 pm

Hate the ad. Rubbish. Why do they think this will convince people to try the product? Maybe it would work in Hillbilly USA. I change the station when it is on. What were they thinking?????

ralph June 5th, 2007 at 11:04 pm

WHAT THE!!!!! i think the ad executives have been having one too many late nights and bad sushi, good beer pathetic ads think you guys should be hiring someone who hasnt been studying dramatic art in uni!!!

lulu June 6th, 2007 at 10:12 pm

wats the song called .. isnt it like yama yama or something.
lol

benedict June 7th, 2007 at 11:31 am

awesome ad. anyone who cant appreciate it clearly has their head to far up their donkey.
what do people want, someone drinking beer and going, ‘gee thats tasty’. fade out. mayb it hurts wen a thought provoking ad comes on and your only 2 brain cells collide. whatever the reason i think this is a brilliant ad that towers above the rest

Max California June 7th, 2007 at 10:06 pm

I love how this ad doesn’t really make sense. Obviously I am not very intelligent, as reading what you’ve explaine dup there, I love the ad even more!

I love the guy in it, I love the hairy pods and I love the local village dance.

This ad makes me so happy, and I don’t even drink beer.

Lindsey June 8th, 2007 at 2:11 am

LOVE THE MUSIC!!!
Can I be emailed regarding where i can download it from, and the artists details!!!

Philip June 8th, 2007 at 11:48 pm

I found this web site by trying to figure out what this add was about. I’m not surprised it was from the same people that made the gross tongue add. I don’t like this add, don’t like this music, and don’t like the beer. Still - much less offensive than a tongue dragging itself out of someone’s mouth.

Jono June 9th, 2007 at 11:05 am

Great ad, i like the music, great campaign. the web site is just as good and well made as the ad…..still looking for the song

charmaine June 9th, 2007 at 9:42 pm

Ok i love this ad heaps. If ANYONE has the song pleaseeee email it to me. I want it for a school project haha.
One of the best ads ever i must say…

Andy June 24th, 2007 at 2:58 pm

Loved the music, and was intrigued by the ad, I normally hate tv comercials but this one was fresh and must have worked on me, because its the first time I have ever looked for more info about an ad on the net. The beer is not bad either!

Caff June 26th, 2007 at 9:47 pm

TED rocks!The ad is brilliant and even non beer drinkers remember the product.
Where can I get the tune for a ringtone? PLEEEEEEEZZZZ

Joanna July 5th, 2007 at 9:02 am

best I have seen in ages….people who don’t ‘get it’ possibly have been spoon feed ideas via some crap sitcome T.V where everything is spelt out. Just relax, sit back and it will all come to you grasshopper and you will then see the path to creativity.

smithy August 13th, 2007 at 2:39 am

The farmer with the amazing hair do and jerky dance is fabulous. He and the music mean I can’t take my eyes off this ad whenever it comes on. 10/10 for mesmerising me Every one on the ad but the farmer is named and credited. I demand to know his name and have his CV posted on this website so I can see what else he has done.

VeeBee September 7th, 2007 at 7:16 pm

Great ad! Creative, intriguing, quirky, fascinating. I could not remember the name of the beer however, far too caught up in the action and details. Love the music as well …. what was the beer again? I remember the one that matches my intials.
The actor who plays the farmer is fantastic. Impressive

cheers

wayne September 29th, 2007 at 8:08 am

For what reason do they raise there hands to vote, and he looks so upset when he raises his hand. To do a crazy cult dance with drug and alcohol induced hippies doesnt need much persuaing. They have to vote to have a good time OR is it permission from parents to allow thier kids to indulge in a mass orgy

Mitch October 13th, 2007 at 6:56 pm

the music is sick and the add is madnes it means nothing but thats what i love about it, good job boys!

Bec October 16th, 2007 at 11:53 pm

i am actually in the ad… it was a very very VERY long shoot for us poor extras and despite how Ricky Gervais makes it look Extra’s work is crap.

But i gotta say i like the finished product, even if it is a little pretentious.

Lori October 17th, 2007 at 5:27 pm

I love this ad…! Watch for it every night on the TV and of course have since tried Tooheys Extra Dry, which is a good beer.

Adore the music too, and the guy is yummy…! I want the music for my mobile phone…..

Jon October 21st, 2007 at 9:47 pm

Absolutely ridiculous ad. What is it trying to sell? It stinks to high heaven of some nutjob in an advertising agency attempting to justify his/her job by creating some obscure idea - why Tooheys put it to air is beyond me. Think about the target audience… Extra Dry is not a premium beer (far from it). It’s a working class beer and working class people don’t care much for this rubbish. BMF have really screwed up with this one…

Cathy October 21st, 2007 at 9:49 pm

Worst ad I’ve ever seen .

molegan October 21st, 2007 at 10:46 pm

the song on the ad is called : yama yama by decoder ring

vanna October 24th, 2007 at 5:55 pm

I love the ad. One of the best things shown on TV. Its original and creative and makes me wanna get drunk and take prohibited substances.

WTF October 26th, 2007 at 11:29 pm

WTF???!!!

sam October 28th, 2007 at 8:49 pm

I LOVE the add. its so weird and thats whats good about it. you really have no idea whats going on and it reminds me of aliens and their pods. the music Rocks!

vishal October 31st, 2007 at 5:39 pm

Brilliant commercial. I loved it.

ang dizle October 31st, 2007 at 8:22 pm

what is the name of the songg?

Mumof2 November 7th, 2007 at 4:03 pm

And another thing. The guy is yummo! His name?

Felixpjo November 12th, 2007 at 10:24 pm

Anyone have this song I can’t find it anywhere?? If anyone has could u please email it to me at felixpjo at hotmail.com it would be greatly appreciated.

Deb November 15th, 2007 at 11:32 am

This ad is my favourite. I understood it perfectly, it is clever, the music is tops and although I am not a big beer drinker, I feel like buying toohey’s just so they will keep playing the ad. It is the only time I actually turn the volume up in an ad break, can you please play it more? Well done tooheys

interesTED December 10th, 2007 at 9:17 pm

I love this ad…but maybe it was the agricultural side of me that liked it so much..

for everyone that wanted to find the song
1. go to the field
2. click on the house (ted tv)
3. when you get to the tv, keep turning the bottom dial to change the channel eventually you will get to the song
4. download

Elaine Moore February 11th, 2008 at 9:36 pm

I love the add so much so that I want to send it to my Son in China

11th Feb 2008

Bianca February 19th, 2008 at 4:10 pm

This ad is beyond brilliant! Shame about the beer!

DFVDFS February 24th, 2008 at 4:13 pm

BEST FARKING SONG EVA!!!!!!!!!!!!!!!!!

Inga February 24th, 2008 at 9:36 pm

This is the maddest add ever.
So creative, the song to is great
nice job.

John February 26th, 2008 at 10:51 am

Great ad, whats the name of the actor ?

teizy March 29th, 2008 at 7:46 pm

4 all you ppl that think the ad is shit and the beer is not that gr8,grow an imagination, stop drinking your girlfriends vodka cruisers and be more open minded about our australian heriage!!!
i love ted
teitzy and lucky

Mel March 30th, 2008 at 9:27 pm

Is there a site similar to IMDB where we can find out who the actors are on TV commercials?

Lib June 9th, 2008 at 4:27 pm

I love the music, the hair and the dancing in the ad..but i still can’t understand what it is actually about even though i have seen it at least 10 times.
Still love the ad though!!!

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