In 2020 TED wasn't cool with the kids anymore. Even worse, it was getting roasted online for being 'ordinary' by a young Aussie beer-drinking audience.

We all know that there's nothing cooler than being yourself. If people were calling TED ordinary, then why not own it?

So, instead of running from the roast, we decided to fuel it by encouraging popular Aussie creators to call out TED for being an ordinary beer. Then, we used these roast quotes in our advertising, turning ordinary into a badge of honour.