Tui’s ‘Yeah right’ campaign returns to bring NZ a good laugh

If you thought Tui’s ‘Yeah right’ billboards were a thing of the past, but after almost a decade since the last one ran, DB Breweries has announced their return.

New billboards will appear all around the country this weekend, featuring lines with the same irreverence from 2013.

The revival aims to make beer brand marketing fun again, stepping away from the recent ‘do it by the book’ approach and walking the precarious line of cancel culture to bring Kiwi a good laugh.

Tui’s Fraser Shrimpton says, “We’re living in a world where everyone has an opinion about everything, all
the time. There’s no avoiding feedback, so we’ve decided, as a brand, we’re not afraid to say what we’ve all been thinking.”

“The billboards are our way of connecting with Kiwis, aiming to help them lighten up and have a laugh.”

The strategy, idea and advertising has been brought back to life by long-term DB partner Saatchi & Saatchi, who famously led the initial campaign for the original billboards that ran from 1997, with lines such as “Of course I like your Mum. Yeah right” and continued for sixteen years until 2013 with social commentary like “Let’s hear what Gareth Morgan has to say about it. Yeah right”.

Saatchi & Saatchi Chief Creative Officer Steve Cochran says, “The Tui billboards became an iconic part of the New Zealand culture, and there was always a lot of anticipation to see what would be next. ‘Yeah right’ is still a very Kiwi phrase, so we’re thrilled to bring it back and inject some much-needed humour into beer advertising.”

Special PR is leading the creative PR and media relations strategy by helping DB Breweries front-foot the inevitable onslaught of commentary. It has launched the ‘Tui Feedback Line’, a phone feedback service available 24/7 on 0800-TUI-YEAH-RIGHT (0800 884 932).

Members of the public are encouraged to leave feedback, suggestions, complaints, or just have a good old chin-wag about the return of the ‘Yeah right’ to Mike Minogue.

Special’s Managing Director, Kelly Grindle, adds, “The drinks market is oversaturated with dozens of brands looking to cut through the noise – sometimes, the most effective way to do that is to take the brave route.

“We’ve loved working alongside DB and its agency village to bring this one to life, and we are grateful to have clients willing to step outside the bounds and do great work.”

Dentsu led the campaign’s integrated media approach, bringing it to life via its proprietary dynamic creative solution, D4, to help enhance creative relevance and impact across large-format OOH and supporting digital media.

Dentsu Senior Client Partner Nathan Pilkington says, “Media magic is an integral part of this campaign, and we’re excited to be able to showcase some of Dentu’s innovative, dynamic digital tools to bring back the iconic Tui billboards that will no doubt drive a lot of noise.”

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