Supercheap Auto is always looking for ways to ‘Make it Super’. So this Black Friday, they’re going pitch black: by cutting the lights, and their prices, storewide.
The campaign, created by The Monkeys, part of Accenture Song and directed by Edwin Mcgill at Guilty, features the return of over-confident, under-prepared Supercheap Auto spokesman Nathan Murray.
https://www.youtube.com/watch?v=-aDhQ1IJFyI
Murry said: “As a kid, I was always afraid of the dark. But the only thing lurking in the darkness on Pitch Black Friday is a great deal. Also a working chainsaw…I did not know we sold those.”The Monkeys creative director Adam Slater added: “Don’t adjust your TV set, these prices are real. Actually, you may need to adjust your brightness a little bit…it’s pretty dark.”Supercheap Auto head of marketing Julia Wilcox said:“We know Aussies are looking for a great deal on Black Friday. But we also know they’re sick of seeing the same old sales messages. So we decided the best way to stand out was to go lights out: and create a campaign that has to be (not) seen to be believed.”The integrated campaign launches this week in Australia and New Zealand across TV, social, online and in-store.
Campaign Credits:Client: Supercheap AutoManaging Director: Benjamin WardGeneral Manager – eCommerce & Marketing: Andre Korte Head of Marketing: Julia Willcox Brand Communications Manager: Emma HalaszCreative Agency: The Monkeys, part of Accenture SongChief Executive Officer: Paul McMillanChief Creative Officer: Ant KeoghHead of Planning: Michael DerepasCreative Director: Connor Beaver & Adam SlaterSenior Craft Designer: Raph TamkalisNational Head of Production: Romanca MundreaSenior Producer: Katherine MuirGroup Content Director: Alex AshbyContent Director: Allan Carlow Senior Content Manager: Jake LaneProduction: Guilty Director: Edwin McGillProducer: Jason ByrneProduction Manager: Jack Davies Production Coordinator: Liz ReederDOP: Greg HarringtonArt Director: Peter BlackwoodHMUA: Jo FletcherOffline: Andrew StalphGrade: Julien ChichignoudOnline: Jon Holmes Sound: Squeak E Clean StudiosEngineer: Paul Le Couteur
