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.
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 Auto Managing Director: Benjamin Ward General Manager – eCommerce & Marketing: Andre Korte Head of Marketing: Julia Willcox Brand Communications Manager: Emma Halasz Creative Agency: The Monkeys, part of Accenture Song Chief Executive Officer: Paul McMillan Chief Creative Officer: Ant Keogh Head of Planning: Michael Derepas Creative Director: Connor Beaver & Adam Slater Senior Craft Designer: Raph Tamkalis National Head of Production: Romanca Mundrea Senior Producer: Katherine Muir Group Content Director: Alex Ashby Content Director: Allan Carlow Senior Content Manager: Jake Lane Production: Guilty Director: Edwin McGill Producer: Jason Byrne Production Manager: Jack Davies Production Coordinator: Liz Reeder DOP: Greg Harrington Art Director: Peter Blackwood HMUA: Jo Fletcher Offline: Andrew Stalph Grade: Julien Chichignoud Online: Jon Holmes Sound: Squeak E Clean Studios Engineer: Paul Le Couteur