Australia – Beer brand Tooheys Extra Dry (TED) in Australia has recently released a new installment of its ongoing campaign platform ‘Proudly Ordinary’, done in collaboration with advertising agency 72andSunny.

TED is a dry style lager brewed by alcoholic beverage company Lion in the Tooheys Brewery in New South Wales, Australia. It is well known for its clean, refreshing taste much loved by Aussies and is also called ‘the country’s ordinary, everyday beer’.

The new five-minute quirky film features Gocsy, an Australian comedian who creates content for television channel Vice and his own broadcast channels, taking a guided tour with brand employee Daniel in TED’s factory. In the film, Gocsy seeks to find the real meaning of the brand’s market reputation as an ordinary, everyday beer. 

The previously released videos under the ‘Proudly Ordinary’ campaign worked with The Inspired Unemployed, Mike Nolan from The Big Lez Show, and The Betoota Advocate.

Through the series of films, TED is taking the initiative to remind Australians of what makes the beer different from the others. The ad with Gocsy, which depicts the claim ‘ordinary is not boring’, adds to the fun spin on the claims of the previous films which say ‘not that bad’, ‘it ya know, does the job’, and ‘at the end of the day, you can’t say no’. 

The newest installment is available on Vice’s Facebook page. The ‘Proudly Ordinary’ campaign also includes digital videos and OOH, taken from real customer reviews of the beer across the Tooheys Extra Dry social channels.