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”
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.