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Foster's celebrates Aussie philosophy with 'Why the hell not?' campaign

After waving ‘Hooroo’ to Brad and Dan, Foster’s has introduced its new brand campaign ‘Why the hell not?’ inspired by the Aussie ingenuity and attitude to life.

The first instalment of the campaign, created by Adam&EveDDB, features a character that exemplifies that ‘can do’ attitude and defies the cynics to become Australia’s first male rugby cheerleader.

“Consumers’ outlooks on life have changed – people want to give things a go and share experiences leading to a richer life. The ‘Why the hell not?’ campaign taps into this thinking,” explained Ifeoma Dozie, beer brand director for Foster’s at Heineken.

“The campaign maintains the brand’s long association with comedy and complements the wider changes we’ve been making to the brand. We’re expecting to see the new campaign really drive excitement, interest and ultimately sales for Foster’s.”

The advert will debut tonight (Friday 24 July) during 8 Out of 10 Cats on Channel 4 with supporting social media running under the hashtag #whythehellnot. Further extended content illustrating the hero’s ‘can-do’ attitude will be available through social platforms.