:: Sydney band's unique advertisment

By: Carmine Pascuzzi

In November 2009, Sydney band Danimals was chosen by world famous musician and producer Mark Ronson, to collaborate with nine international music legends and write and record a track in Tooheys Extra Dry: The Lab. The final track ‘Fox’ - a collaboration between Danimals, Mark Ronson, John Taylor of Duran Duran, Alex Greenwald and Santigold - is the soundtrack to the latest Tooheys Extra Dry TV ad campaign, now live across television networks.

Part TV commercial, part video clip, the creative of the ad comes from different angles – each revealing a different set of characters on individual versions of a night out, and unique journeys to the ‘clean, crisp taste’. Uniquely, the commercials were written and directed while the music was being made separately, presenting an experimental approach to the way music and pictures come together.

‘Fox’ compliments the TV ad with its sweeping, spacious vocal melodies with harmonies. “I love the song,” said Mark Ronson. “I remember listening to it and thinking I'd be so excited to have this song on my own album.”

Danimals mastermind Jonti Danilewitz sums up his experience: “It was liking winning the lottery for musicians. In fact, non musicians would of had their minds blown by the experience too! Every place, person, event and piece of music written within those two weeks will forever live in the corridors of my mind”.

‘Fox’ is available for the month of March here as a free download. A fly-on-wall documentary detailing the activity will be released in April.