The Monkeys have launched CarAdvice.com.au’s first mass market advertising campaign, The Advisors.
The agency shows off its flair for flair for creating ads worth watching. So that CarAdvice can show off its attention to detail to create reviews worth watching.
The campaign demonstrates the extreme lengths CarAdvice journalists go to in order to create the most informed car reviews in Australia.
…With a monkey-ish sense of fun.
The hero TVC, Headlights, shows The Advisors undertaking a test on a range of car headlights, with the help of a human kangaroo…
Another spot shows an Advisor testing a wind deflector…
…and a third, the wing mirrors.
Scott Nowell, executive creative director at The Monkeys explained, “The CarAdvice journos really do test every detail of every new car, so it’s kind of hard to exaggerate the lengths they go to. The Advisors campaign celebrates this attention to detail in a way that stays true to the brand’s commitment to being entertaining rather than boring people to death with car waffle.”
“While the TVC portrays a fictional world of The Advisors, it’s not far off a typical day at CarAdvice. We obsessively test every new car that comes onto the market – everyday we drive, review and rate new cars. Our office discussions around cars are often of epic proportions as we seek to educate, enlighten and hopefully entertain Australian audiences. This gives us our internal mantra of ‘every new car, every last detail’ and The Monkeys’ creative has nailed that beautifully with a comical spin that captures the entire heart and soul of our brand,” commented Andrew Beecher, managing director & chief executive officer at CarAdvice.
The campaign will run across TV, cinema, outdoor & digital.
Campaign credits:
Agency: The Monkeys
Executive creative director: Scott Nowell
Head of TV production: Thea Carone
Agency producer: Melissa Petryszyn
Senior art director / copywriter: Scott Dettrick
Senior Copywriter: Brandon Mugar
Managing director: Matt Michael
Content director: Emma Ashworth
Content manager: Siena Shuttler
Executive planning director: Fabio Buresti
Planning director: Michael Hogg
Production Company: Goodoil
Director: Fiona McGee
Producer: Claire Richards
Post Production: The Editors
Editor: Stu Morely
Sound: Songzu
Client: CarAdvice
Managing director & CEO: Andrew Beecher
Product and marketing director: Scott Davison
Marketing assistant: Kathryn Marshall
