Aussie independent automotive publisher CarAdvice.com.au is launching its first mass market advertising campaign, The Advisors, created by The Monkeys.
The campaign demonstrates the extreme lengths CarAdvice journalists go to in order to create the most informed, relevant reviews of every new car that launches in Australia, whether for first time buyers, families or die-hard car enthusiasts.
The hero TVC ‘Headlights’ shows The Advisors undertaking a test on a range of vehicles’ headlights, with the help of a kangaroo suited Advisor. Additional spots feature Advisors testing other features like wind deflectors and wing mirrors. The tongue-in-cheek spots deliver a powerful campaign message; that CarAdvice.com.au provides consumers every last detail they need to help with their next new car purchase.
“Whilst the TVC portrays a fictional world of The Advisors, it’s not far off a typical day at CarAdvice. We obsessively test every new car that comes onto the market – every day we drive, review and rate new cars. Our office discussions around cars are often of epic proportions as we seek to educate, enlighten and hopefully entertain Australian audiences. This gives us our internal mantra of ‘every new car, every last detail’ and The Monkeys’ creative has nailed that beautifully with a comical spin that captures the entire heart and soul of our brand,” said Andrew Beecher, managing director and CEO at CarAdvice.
Scott Nowell, ECD The Monkeys said, “The CarAdvice journos really do test every detail of every new car, so it’s kind of hard to exaggerate the lengths they go to. The Advisors campaign celebrates this attention to detail in a way that stays true to the brand’s commitment to being entertaining rather than boring people to death with car waffle. ”
The campaign will run across TV, cinema, outdoor & digital.
Agency: The Monkeys
Executive Creative Director: Scott Nowell
Head of TV Production: Thea Carone
Agency Producer: Melissa Petryszyn
Senior Art Director / Copywriter: Scott Dettrick
Senior Copywriter: Brandon Mugar
Managing Director: Matt Michael
Content Director: Emma Ashworth
Content Manager: Siena Shuttler
Executive Planning Director: Fabio Buresti
Planning Director: Michael Hogg
Production Company: Goodoil
Director: Fiona McGee
Goodoil Producer: Claire Richards
Post Production: The Editors
Editor: Stu Morely
Managing Director & CEO: Andrew Beecher
Product and Marketing Director: Scott Davison
Marketing Assistant: Kathryn Marshall