CarAdvice.com.au has nabbed a nice little honour, with its TVC by The Monkeys shortlisted as a finalist for the Australian Creative Excellence Showcase (ACES).
The Advisors campaign, which involved a series of 15 and 30 second cuts, show the extreme lengths CarAdvice journos go to in order to test every last detail of new cars before putting pen to paper.
Taking to the small screen in October 2015, the ads also incorporated digital channels and cinema, with a bit of outdoor advertising to reinforce the message, ‘Every new car. Every last detail.’
The hero TVC ‘Headlights’ shows The Advisors undertaking a test on a vehicle’s headlights, with the help of a kangaroo-suited Advisor.
Other competition in the category included campaigns such as The Ricky Gervais Anti-Ad Series by Emotive for Optus, the Deng Adut campaign for Western Sydney Uni from Finch Company, and the Wild Horse Chase ad from Leo Burnett Melbourne for Honda Australia.
“The Car Advice journos really are that detailed about reviewing cars. We’re not exaggerating too much here. They’re so passionate about what they do, it’s appropriate they’re represented as part of Australia’s best advertising in the last year,” The Monkeys ECD Scott Nowell said.
CarAdvice CEO and MD Andrew Beecher added, “We wanted to create a TV ad that put a comical spin on what we do daily to help cut through the noise and connect with consumers, while being a true reflection of how we seek to educate new car buyers, be they first-time car owners, families or die-hard enthusiasts.
“To be recognised for the ACES and on par with some iconic Australian campaigns from seasoned advertisers, including several in the automotive industry, is a real honour and a credit to the team at The Monkeys for their creative brilliance.”
CarAdvice ramped up its marketing activity in 2015 by appointing PR agency Progressiva, launching its first consumer job competition, The Correspondent, in June and launching The Advisors in October, its first mass market above-the-line campaign, in conjunction with The Monkeys and Frank Media.