Tim Evill, DDB president and executive creative director, who worked on the Brudders campaign said the promotion came about because the agency and client felt there was a need to develop advertising that specifically targeted 20- to 30-year olds.
He said the new campaign had been developed to create an attitude for the brand which resonated with the young target audience.
Extending the campaign's spoof elements beyond the television commercial, DDB also created movie posters for cinemas purportedly promoting a non-existent film called 'The Booze Brudders'.
Carrying the fiction further, DDB has also placed ads for the mock film in the newspaper movie listings, and it also enlisted an actor to do radio interviews pretending to be the film's creator - Bollywood director Curry Kapoor.
The second phase of the campaign has seven commercials starring local personalities Glenn Ong and Rod Monteiro, familiar names with Singapore audiences through their work as DJs on radio station Perfect 10.
DDB's commercials appear mostly in cinemas followed by television. The agency has also created one commercial exclusively for the web.
To help generate word-of-mouth publicity, DDB will encourage web users to forward MPEGs of the commercials.
Once 'The Brudders' develop a following, DDB will launch the third phase of the campaign, which includes a 'Brudders' cartoon series, website and merchandise.
There will also be 'Brudders bars' and 'Brudders babes' to encourage male patrons to drink more Tiger beer.
