Plan B Forum

In the greater scheme of all things advertising, flogging your beer with a vaguely disturbing ad that features a disembodied mouth probably rates as “memorable if risky” at best, “ill-advised” at worst.

That’s the angle Tooheys Extra took late last year, when they worked with BMF (who had previously dreamed up the brand’s “tongue” ads) to create the “Mouth Abuse” campaign. In it, if you’ve not engaged in hypnotherapy to forget, a hapless bloke’s mouth lectures him about everything it’s had to put up with. “Why the f--k would you make me say that cheesy s--t to her?” the mouth whines, before rattling off a list of additional injustices including “done eating mystery meat” and demanding that it “needs something back” (you guessed it, a Tooheys Extra Dry). It’s weird, and a bit gross.

Is it sexist, though?