Absurd humour in a car ad? Brilliant. Absurd humour based on a human foible in a car ad? What a wonderful way to shake up a genre riddled with sameness and clichés.

The Monkeys’ latest Holden campaign is called Not To be Outdone. It’s for the Holden Colorado and it’s about a bloke competing with a goat to reach the highest peak. The directing decisions, by Goodoil’s Hamish Rothwell, are superb.

The aim of the campaign, of course, is to show that the Colorado can take the tough stuff and presumably won’t be outdone by its competitors. That message is unlikely to be overlooked or forgotten.

“The ad’s strength is that it’s simple but unexpected,” stated Ant Keogh, The Monkeys chief creative officer, Melbourne.

“It’s hugely entertaining while subtly showing off driving performance and ruggedness.”

The campaign is running in broadcast, out of home advertising, digital, radio, press and on Holden-owned social channels.

Credits:

Agency: The Monkeys
Chief Creative Officer: 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 Company: Goodoil Films
Director: Hamish Rothwell
Producer: Andrew McLean
Executive Producer: Simon Thomas
Director of Photography: Dariusz Wolski

Editor: Pete Sciberras @ ARC

Post Production: Alt.VFX
Production Design: John Allan

Sound: Paul Le Couteur @ Nylon Studios
Music: Level Two Music. Electric Pow Wow by A Tribe called Red,

Client: GM Holden
General Manager, Marketing & Digital: Natalie Davey
Brand Communications Manager: Josh Cunningham
Product Marketing Senior Manager: Andre Scott
Brand Communications Coordinator: Tom Richards