In this edition of B&T’s Campaigns of the Month, we’re putting September’s biggest creative contenders under the microscope, from Repco’s “Bringin’ The Bathurst” joyride and PayPal’s star-powered Will Ferrell takeover, to One NZ’s cheeky guinea pig-led Phone Dollar giveaway.
System1 has once again tested the work with audiences, while B&T has roped in The Pistol’s Tom Crimmins and By All Means’ Ed Howley to weigh in on what’s working, what’s wobbling, and what’s winning hearts.
You can check out B&T’s whole Campaign of the Month archive here.
Repco, Bringin’ The Bathurst, Thinkerbell
Repco’s ‘Bringin’ The Bathurst’ ad by Thinkerbell takes two unsuspecting tourists on a chaotic bus ride up Mount Panorama, doubling as a crash course in Bathurst history. The tongue-in-cheek “Bathurst Bus Tours” spot revisits iconic racing moments, from Dick Johnson’s 1983 crash to the 2005 Murphy- Ambrose clash, with a surprise reunion of the two racing legends.
High-octane, nostalgic and full of Easter eggs for fans, the campaign continues Repco’s annual celebration of The Great Race across TV, OOH, digital, print and social.
System 1 Analysis
This month’s top-performing ad comes from Repco, the auto parts brand delivering a masterclass in how to stay fresh in a category that often drifts into dullness. Blending humour with cultural nuance, the spot uses what System1’s Orlando Wood calls right-brained features such as characters, interaction, distinctive accents, and dialogue to hold attention and build emotional connection.
Branding is handled cleverly, with the Repco-branded bus taking centre stage as a natural part of the story rather than a forced logo moment. By second seven, brand recognition was already peaking, proving that creativity and clarity can go hand in hand.
Full of character and wit, the ad shows strong potential for long-term brand building and impressive short-term sales results.
Creatives Weigh In
Tom Crimmins, Creative Director, The Pistol
Even as a non-motorsport or Bathurst 1000 fan, this spot had me hooked. The idea of a ‘tour of the mountain’ is quite interesting, but has the potential to fall flat in the content’s delivery. Think listening to a boring tour guide, reading poorly formatted information boards or going on a tedious lap around the famous track. In an obvious attempt to ignite and excite audiences of all persuasions, Repco does a massive mini-bus burnout on all this, puts the foot down and takes off up the hill.
It’s informative, it’s exciting, it makes you want to know more about the history of famous battles, but most importantly, it makes you want to watch the upcoming race. While the brand takes the backseat in the spot, the value of exciting audiences enough to tune into the upcoming race from an advertising and marketing perspective is well worth the genuine care, effort and love for the sport that have clearly gone into making this incredible piece.
Ed Howley, Founder & Creative Partner, By All Means
Fans will love TKB’s Repco ‘Bringin’ the Bathurst’ jam packed full of easter eggs and references I don’t understand – which is maybe why it didn’t do much for me.
PayPal, Will Ferrell, Publicis Groupe
PayPal Australia has launched its biggest-ever consumer campaign, fronted by Will Ferrell, to promote its Pay in 4 buy now, pay later service. Set on a chaotic airplane flight, the ad sees Ferrell hijack the PA system to announce that shoppers can “Pay in 4 with no interest and no late fees,” in his trademark comedic style.
Rolling out across major sporting broadcasts, streaming platforms and digital channels, the campaign marks the debut of PayPal’s refreshed global brand identity and new logo.
System 1 Analysis
PayPal takes second place this month with another ad in its celebrity series featuring Will Ferrell, showing how to use star power with consistency and authenticity.
In the spot, Ferrell brings his trademark humour and exaggerated charm, playing the kind of character audiences know and love him for. The casting and comedic delivery are the top drivers of positive emotion, proving once again that the right talent in the right context can supercharge effectiveness.
While celebrities are often associated with short-term impact, the work of Orlando Wood in his books Lemon and Look out shows that they can also build long-term brand strength when used well. Avoiding stiff testimonials or overly scripted moments keeps performances feeling real and helps ensure partnerships deliver both immediate appeal and lasting connection.
Creatives Weigh In
Tom Crimmins, Creative Director, The Pistol
I mean, there’s not much to dislike about this one. It’s fine, right? Will Ferrell tells us about PayPal’s buy, now, pay later Pay in 4 offering. OK, got it. Millennials who grew up with his humour as the pinnacle of comedy might muster a smirk at the nostalgia and familiar comedic timing, but I wonder how younger audiences are perceiving this clearly famous man who’s clearly been paid a lot of money to appear in the spot, but ultimately whose style of delivery and star power has definitely waned.
These types of ‘pay to win’ casting choices aren’t new, and it’s not to say they’re inherently bad. However, in light of recent spots from the likes of Telstra featuring Steve Buscemi as an intergalactic alien hacker, it’s clear to see how, with a bit more effort in concept, writing and art direction, these types of spots can be elevated into something far more unique and impactful.
Ed Howley, Founder & Creative Partner, By All Means
The PayPal ad feels like not much more than a celebrity live read. What a waste of Will Ferrell!
One.nz, One Wallet, FCB Aoteaora
One NZ’s major new campaign via FCB Aotearoa introducing One Wallet, a digital wallet giving away millions of Phone Dollars to all New Zealanders, no matter their mobile network.
The playful campaign stars Reggie, a One Wallet developer, and his mischievous guinea pig Simon, who accidentally unleashes Phone Dollars to everyone across the country. Blending charm and creative commerce, the campaign reinforces One NZ’s mission to build a more connected Aotearoa and follows its recent satellite access rollout.
The multi-channel push spans TV, OOH, social, radio, and digital, encouraging Kiwis to check what’s waiting in their One Wallet.
System 1 Analysis
This quirky spot from One.nz brings creativity and charm to a category that’s often purely functional. While fluency and spike are low for now, there’s real potential for Simon the hamster to grow into a memorable fluent device if used consistently.
System1’s Andrew Tindall found in his Compound Creativity research that it typically takes around five years for a fluent device to deliver emotional and brand recognition payoffs. With time and repetition, Simon could become a distinctive brand asset that drives both memorability and long-term positive emotion, as long as One.nz keep the hamster wheel turning.
Creatives Weigh In
Tom Crimmins, Creative Director, The Pistol
Another piece of whimsy from One NZ, combining product, a very cute guinea pig and a relatable office job calamity all in ‘one’. Off the bat, the art direction is beautiful – warm tones throughout, complemented by green elements forming a cohesive palette. The overall aesthetic is calm and pleasing, in perfect contrast with the ensuing mayhem caused by Simon.
From the start, it’s a chuckle a second. From the opening recognition that the company somehow deemed it fit to implement a human-guinea pig team, to leaning into the ‘owners who look like their pets’ gag. It’s got the cute factor cornered, the humour dialled up, and the signature nonsensical randomness that’s a hallmark of One NZ’s marketing cut-through strategy. Most importantly, by the end, you’ll be mentally casting guinea pigs for your entire department.
Ed Howley, Founder & Creative Partner, By All Means
One Wallet NZ, while entertaining, feels like something we’ve all seen before (Virgin did it quite well a few years ago).
