Holden has unveiled its latest campaign to promote the hard-to-beat capabilities of the car brand’s Colorado range.
Created by The Monkeys, part of Accenture Interactive, the integrated campaign puts the Holden Colorado through its paces, proving the truck is not to be outdone.
Directed by Hamish Rothwell of Goodoil Films, the brand film features a man and his Colorado take on a mountain goat in an epic race to the top of a mountain.
In this battle of man versus beast, the driver and his vehicle challenge deep rivers, large boulders and steep-mountain climbs to outdo his goat nemesis.
The campaign will roll out across broadcast, out-of-home advertising, digital, radio, press, and on Holden-owned social channels.
The Monkeys’ chief creative officer for Melbourne, Ant Keogh, said the ad’s strength is that it’s simple but unexpected.
“It’s hugely entertaining while subtly showing off driving performance and ruggedness.”
Holden’s general manager of marketing and digital, Natalie Davey, said: “‘Not To Be Outdone’ is the perfect platform to showcase the capability of our Colorado range, and the campaign brings this to life in a bold and memorable way, which we know will break through the advertising clutter in a fresh and confident way.”
Client: GM Holden
General manager of marketing and digital: Natalie Davey
Brand communications manager: Josh Cunningham
Senior manager of product marketing: Andre Scott
Brand communications coordinator: Tom Richards
Creative: The Monkeys
Chief creative officer, Melbourne: Ant Keogh
Head of strategy: Mike Derepas
Head of production: Romanca Jasinski
Group content director: Lee Lowndes
Content director: Navin Arunasalam
Copywriter: Cody Naetzker
Art director: Zenon Predecki
Production: Goodoil Films
Director: Hamish Rothwell
Producer: Andrew McLean
Executive producer: Simon Thomas
Director of photography: Dariusz Wolski
Editor: Pete Sciberras, ARC
Production design: John Allan
Sound: Paul Le Couteur, Nylon Studios
Music: Level Two Music
Artist: A Tribe called Red
Song: “Electric Pow Wow”