Tooheys Extra Dry beer in Australia is back on television with a reappearance of the tongue in “Portals”, a television commercial directed by Garth Davis. The ad shows a man on a quest for a beer at a party takes him through a portal (a tub of ice) to a polar world with a number of portals to parties. He has a brief encounter with a parched tongue before falling into a new party where the tub is stocked with Tooheys Extra Dry. The campaign, launched on television on October 3, is also featured in a four-portal version on YouTube. The tongue is a reference to the 2003 commercial in which the tongue itself went on a mid-sleep quest for a Tooheys Extra Dry.
Click on the image below to play the video in YouTube (HD)
The Portals ad was developed at BMF Sydney by executive creative director Warren Brown, creative director Shane Bradnick, art director Carlo Mazzarella, copywriter James Pash, planning director Simon McCrudden, account management team Karen Martin, James Kennedy, Lex Higlett and agency producer Sue Stewart.
BMF explain the origin of the concept. “We’ve all had our beers disappear from a house party before… you put a six-pack in the tub and when you come back, you can’t find your second beer. It’s nice to think it wasn’t your friends who took them.”
Post production was done at Cutting Edge by VFX producer Colin Renshaw.
Music was composed at Electric Dreams.
The digital version was produced at Holler Sydney.
Media was handled by Zenith Optimedia.