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Male Cheerleader Struts It for adam&eveDDB's Newest Foster's Campaign

DDB EMEA, 2 years, 2 months ago

Glue Society's Gary Freedman says 'Why The Hell Not' with new spot produced by Independent Films

Male Cheerleader Struts It for adam&eveDDB's Newest Foster's Campaign

This Friday, Foster’s will launch their brand new ‘Why The Hell Not?’ campaign. Following the hugely successful Good Call campaign featuring Brad and Dan, the new campaign is inspired by the famous ‘can do’ Aussie ingenuity and attitude to life.

‘Why The Hell Not?’ represents a marked shift in brand strategy for Foster’s, replacing Brad and Dan’s ‘no worries’ advice with a more proactive approach, encouraging audiences to ‘give life a go’.

The first instalment of the campaign, created by adam&eveDDB, features a character who exemplifies that ‘can do’ attitude and defies the cynics to become Australia’s first male rugby cheerleader. The advert will premiere on Friday 24th July during Channel 4’s 8 Out of 10 Cats and across social channels with the supporting hashtag #whythehellnot. Further extended content illustrating the hero’s ‘can-do’ nature will also be available on social media.

Ifeoma Dozie, beer brand director for Foster’s, HEINEKEN, says: “Consumers’ outlooks on life have changed – people want to give things a go and share experiences leading to a richer life. The ‘Why The Hell Not?’ campaign taps into this thinking. The campaign maintains the brand’s long association with comedy and complements the wider changes we’ve been making to the brand. We’re expecting to see the new campaign really drive excitement, interest and ultimately sales for Foster’s.”

Creative Agency

Chief Creative Officer: Ben Priest

Creative Agency: adam&eveDDB

Creatives: Ben Stilitz & Colin Booth

Executive Creative Director: Ben Tollett, Richard Brim

Planner: Toby Harrison

Media Agency

Media Agency: Starcom Mediavest

Planner: Rebecca Hotston

Music and Sound

Audio Post Production: Wave Studios


Edit Company: The Playroom

Editor: Adam Spivey

Post Production / VFX

Post Production House: The Mill

Production Company

Director: Gary Freedman, The Glue Society

Executive Producer: Jani Guest

Producer: Jason Kemp

Production Company: Independent Films

Category: Alcoholic drinks , Beers

Genre: Comedy