Tooheys "Catapult" into viral

Last week Saatchi launched a viral effort for Tooheys New at ForTheLoveOfBeer. Yesterday it made its debut on television.

Some might think of Carlton's Big Ad, as the scale of this commercial is somewhat similar.

But Lion Nathan, makers of Tooheys, says the new spot was in planning through Saatchi & Saatchi, as far back as last April, months before the launch of Carlton's Big Ad of last July.

David Nobay, Saatchi's executive creative director, says: "We had three big ideas to come of that [consumer insight] and we really had to think about which one we were doing first. This has really informed our work and given us a great creative platform."

See it here.