Tooheys has launched its White Stag beer in Australia with a humorous TVC advertising campaign using the theme of ‘Carb Relief’.

The campaign centres around the slogan, ‘Because Tooheys White Stag has 1/3 the carbohydrates than full strength beer, we sent them to the people who appreciate them the most – Americans.’

The TVCs feature a fictitious aid campaign to drop crates and sacks full of carbs on a small town in the US, with a number of 15-second ads that interview ‘relief’ workers and local town’s people, who look more confused than grateful.

This follows the beer company’s great run with its ‘Harvested’ campaign that won an award at the MAA Globes in Toronto, Canada.

Executive creative director Steve Back and creative director Dave Bowman of at Saatchi & Saatchi, Sydney, developed the ‘Carb Relief’ campaign.

The TVCs could also be the career starting point for a number of budding American actors – check out ‘Jason’, a potential great of stage and screen.