Guys, How to Score Front Row Sporting Event Seats? Become a Male Cheerleader

Fosters Introduces Unusual Character in Campaign Via Adam & Eve/DDB

Published On
Jul 24, 2015

Editor's Pick

Australia's "first male rugby cheerleader" is the star of a new U.K. campaign for the Foster's, the Heineken-owned Australian beer, introducing the slogan "Why the hell not?"

The campaign, by Adam & Eve/DDB, represents a fresh approach for the brand, which previously ran ads with a couple of laid-back guys featuring the strapline "Good call." It will feature Aussie characters -- like the male cheerleader, an everyman who takes his cheerleading responsibilities dead seriously. He personifies a "can-do" attitude rather than the previous "no worries" type approach advocated by the beer brand. And it's this gung-ho approach that secures him not just some Foster's beer, but a "front row" perspective at his team's games.

Gary Freedman of the Glue Society through Independent Films directed the spot, which breaks tonight (July 24) and will be accompanied by further online content featuring the cheerleader character.


Jul 24, 2015
Adam & Eve/DDB
Chief Creative Officer:
Ben Priest
Executive Creative Director:
Ben Tollett
Executive Creative Director:
Richard Brim
Creative Director:
Ben Priest
Ben Stilitz
Colin Booth
Creative Planner:
Toby Harrison
Media Planner:
Rebecca Hotston
Production Company:
Independent Films
Gary Freedman
Adam Spivey
Soundtrack name and composer:
Milwaukee Highway 5 by The Futz Butler
Post Production:
The Mill
Audio Post Production:
Wave Studios

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