The General Store and Curious Film create an un-classic Christmas toy workshop where real blokes’ Christmas goodies are made.

The elves in Supercheap Auto’s Christmas campaign are not cute. Their workshop is no place for childlike wonder. The toys they produce are not for kids.

The General Store’s Christmas campaign for Supercheap Auto has big boy appeal. And a lot of standout in the crowd of retail ads that cluster in TV before Christmas.

Andrew Ostrom, executive creative director at The General Store, commented, “We wanted to find a uniquely Supercheap Auto way of celebrating Christmas. The idea of flipping the innocence of Santa’s workshop into a tough place that makes heavy duty toys felt like an interesting way of communicating Supercheap Auto’s gifting offer.”

Campaign credits:

Agency: The General Store
Executive creative director:  Andrew Ostrom
ArtdDirector: Julia Elton-Bott
Project director: Madeleine Livesey
Agency producer: Darren Bailey
Executive strategy director: Matt Newell

Production company: Curious Film
Director: Robin Walters
Producer: Daniel Higgins
Executive producer: Peter Grasse