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It will be raining beer
Tooheys New ad has people tossing malt and hops into the heavens
Feb 15, 2006 - Taking inspiration from Monty Python and the success of last year's "Big Ad" commercial, Australian brewer Lion Nathan has put together a $1 million advertisement that should please the beer gods.
The ad for Tooheys New depicts teams of people using huge catapults to propel sacks of malt as well as hops into the stratosphere in order to induce the gods to allow beer to fall like rain. The ad seems to be in the same spirit as the "Big Ad," which proved a runaway success for rival Carlton Draught. David Nobay, executive creative director at the ad agency Saatchi & Saatchi, said: "Frankly, our focus was less on responding to Big Ad than in getting away from the cliches in beer advertising where a bunch of bogans at a bar drag their knuckles down the other end to tell tit jokes to their mates." For the making of the ad - reported to have cost $1 million to produce - 30-foot-high catapults were wheeled through Melbourne streets and hauled to the tops of buildings. The Tooheys ad will go to air on TV on Sunday.
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