Real Teams, Including NSW Blues, Perform Iconic ‘How Do You Feel’ Jingle in Time for State of Origin

Tooheys, the beer of New South Wales, is raising a stubby to real teams around the state, including the Blues, in the next iteration of its ‘How do you feel’ campaign - just in time for the Ampol State of Origin Game One.

Alongside the Blues, the spot features staff from the Tooheys brewery in Lidcombe, the Skate Crashers roller derby team from Marrickville, and a team of horse musterers in Yarramundi, amongst others.

The film is being supported with proximity OOH at Accor Stadium to bolster the brand’s activity at Game One, showing a Blatchys Blues supporter alongside the distinctive Tooheys brand asset.

Chris Allan, head of marketing - Core Beer of Lion Australia, said “From the brewing floor to the pub, Tooheys is served, and consumed by many across NSW. The teams featured in our new work embody the breadth of teamwork across NSW and then celebrating afterwards over a Tooheys or two”

Last year, Tooheys revived its iconic “How do you feel?” jingle four decades since its release. Tooheys and Thinkerbell once again collaborated with the jingle’s original custodian, Allan ‘Jo’ Johnston, in the latest modern iteration of the campaign. This year’s work features new verses that champions the collective power of teamwork. 

Head tinker, Zac Goldberg said, “It’s an honour to continue the legacy of the iconic Tooheys brand platform and jingle for another year. It’s a campaign with a rich history of showcasing real teams and now their singing voices too.”

The work launched earlier this week and will roll out across television, cinema, online video, social, OOH, and radio.