Break-ups are hard, and after sixteen years Bathurst 1000 has ended its relationship with Supercheap Auto. It wants to see other sponsors, one foreign-owned sponsor in particular.
But Supercheap is not crying in its beer. It has been seeing someone new too – an agency, The Monkeys. The Monkeys has helped Supercheap to see that while there’s an adage, “If you love someone, let them go,’ if you REALLY love someone you hold a press conference confessing your love and vow to hold onto them forever.
Actually, Supercheap hasn’t held just one press conference. Supercheap’s love knows no bounds.
The Monkeys Melbourne chief creative officer, Ant Keogh, explained, “They say love has no boundaries. We now know that extends to one man’s love for motor racing.”
Supercheap Auto managing director, Benjamin Ward, added, “Supercheap Auto isn’t going down without a fight and the humble press conference seemed the most 2020 way to do that.”
All hail to The Monkeys and Rabbit director, Al Morrow, for an idea that’s much bigger than the ad cliché, brave; for making the increasing desperation of unrequited love so palpable – and so much fun to watch; and for stealing back the Bathurst 1000 sponsorship spotlight, truly, madly and deeply.
Credits
Creative Agency: The Monkeys Melbourne, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Creative: Connor Beaver
Creative: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
Head of Production: Romanca Mundrea
Senior Producer: Jacqui Walker
Head of Content Management: Jaimee Kerr
Content Director: Navin Arunasalam
Content Manager: Allan Carlow
Social Strategist: Charlotte Goodsir
Production Company: Rabbit
Director: Al Morrow
Producer: Marcus Butler
Executive Producers: Alex Hay & Lucas Jenner
Cinematographer: Andy Taylor
Editor: Stu Morley at The Editors
Post Production: White Chocolate
Casting: Danny Long Casting
Sound: Squeak E. Clean Studios
Sound Design: Ryan Dickinson & Simon Lister
Executive Producer: Ceri Davies
Senior Producer: Angelina Phengphong
Photographer: Neil Bailey @ Coco Productions
Producer: Samantha Lee @ Coco Productions
Client: Supercheap Auto
Managing Director: Benjamin Ward
Head of Marketing: Janet Newton
Media & Production Team Leader: Emma Halasz
General Manager – eCommerce & Marketing: Andre Korte
