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.