The campaign uses humour and is generally male-directed. The TVC features a dull meeting that is broken up when the men dash off to the pub on spotting an image of the Tiger bottle in the sky (a la Batman), while the women in the meeting respond to a sign in the sky about a shoe sale.
Tiger Beer marketing manager Melvin Lim said: "(The tagline) can be interpreted as a physical or a mental state. We wanted this duality because it clearly represents what the brand stands for."
Lim said humour allowed Tiger to cut through the media clutter because of its entertainment value.
Apart from TV, the campaign is also running in cinemas, bus shelters and outdoor billboards. There is also an online component.