Supercheap Auto launches new ‘Country Club Chaos’ campaign via Chimera Project and TAXI
Leading automotive retailer Supercheap Auto spotlights superstars and super stunts in its most ambitious and entertaining “Make Every Drive Super with the Best Performing Oils” campaign to date, created by TAXI Film Production and Chimera Project.
The highly anticipated campaign kicks into gear for its eighth instalment with a high-octane four-and-a-half-minute film, Country Club Chaos.
Country Club Chaos features five cheeky valets racing, drifting, skidding and jumping high- performance cars around a golf course at the fictitious Redline Country Club.
Oil brands Nulon, Penrite, Valvoline, Mobil and Castrol are the big stars, supported by a cameo cast of famous faces featuring current and former Supercars drivers including Russell Ingall, Shane van Gisbergen, Chaz Mostert, Rick Kelly and David Reynolds.
Joining them are rally car driver Molly Taylor, international DJs Carl Cox and Bombs Away, Aussie comedy duo Marty & Michael, Nitro Circus stars Harry Bink and Ryan Williams and Australian supercross legend Chad Reed.
Returning for 2023 are fan favourites Marty and Moog, hosts of Mighty Car Mods, Australia’s number one DIY automotive YouTube channel with more than 800 million views where they show a global audience how to customise and improve the performance of their vehicles.
Supercheap Auto content manager Reece Moger said this year’s campaign was designed to educate as well as entertain audiences: “We want this campaign to excite people, inspire them to look after their vehicles and empower them to lift the bonnet and give it a go when it comes to checking and changing their engine oil.
“Our Best Performing Engine Oils campaigns are always a lot of fun to create and everyone involved genuinely has a good time which is exactly the energy and attitude we’d love to see people bring to servicing and improving their vehicles.
“Last year’s campaign received international exposure with more than 100M impressions across our social channels and we’re committed to making this year’s bigger and better – there’s nothing else quite like it in the market.”
Country Club Chaos is directed by Miles Murphy and was filmed over four days at the former Arundel Hills Country Club site on Queensland’s Gold Coast.
“What we wanted to do was make the most of these cars and these situations and find the best way of utilising their strengths to create a story.
“It’s really about striking that balance between entertainment and high-octane car action.”
Chimera Project’s executive creative directors Brendan Greaney and Jonathan Drapes said they relished the opportunity to work on this action-packed and creatively thrilling annual campaign.
Says Greaney: “Working on the Best Performing Engine Oils campaign is like being given the keys to a sports car – go fast and try not to crash!
“We got the formula right for last year’s campaign which gave us the freedom this year to pump the accelerator and really take it up a gear.”
The campaign, supported by PR and influencer engagement, goes live from 6am AEDT on Thursday 16 February 2023, across TV, radio, digital and social.
View the full Country Club Chaos film and behind-the-scenes interviews and footage at Supercheap Auto’s website: supercheapauto.com.au/best-performing-oils
Client: Supercheap Auto
Managing Director: Benjamin Ward
Content Manager: Reece Moger
Head of Marketing: Julia Willcox
Sponsorship and Community Specialist: Justin Murray
Creative Agency: Chimera Project
Executive Creative Directors: Brendan Greaney and Jonathan Drapes
Production Company: TAXI Film Production
Executive Producer: Andrew Wareham
Senior Producer: Imogen Dick
Director: Miles Murphy
DOP: Adam Clark
Stunt Co-ordinator: John Walton
Driver/Vehicle Co-ordinator: Ron Whyte
Post-Production: Chop Shop
Cameo list
SCA Ambassadors: Mighty Car Mods, Skid Factory
Drivers: Rick Kelly & Lex Kelly, Thomas Randle, David Reynolds, Matt Mingay, Chaz Mostert, Russell Ingall, Molly Taylor, Declan Fraser, Broc Feeney, Shane van Gisbergen, Paul Morris, Nash Morris
Influencers: Marty & Michael, Harry Bink (Nitro Circus), Ryan Williams (Nitro Circus), Mark Trenor (StreetFX), Chad Reed, James Longstaff
DJs: Carl Cox, Bombs Away, DJ Kaitlyn
22 Comments
Honestly, this is the wildest thing I’ve watched in a long time without being in Incognito mode.
They should have made a BTS about how they convinced the golf course members to go along with this.
Shit yeah BG!
Got to be honest, I saw that it was 4:42 and thought I’d maybe stick with it for 0:10… but that was fun to watch all the way through. Congrats to all involved. Must have been a blast to make.
Love this. It’s like Ferris Bueller, Caddyshack and Goodbye Pork Pie all rolled into one.
Did it only become the former Arundel Hills Country Club after you filmed there?
BADC Bronze for sure.
I was fully expecting some CGI snooze fest. Well done for doing this practically, I had a blast watching it and wish I made it.
Siiiiiiiiiiicccccccckkkkkkkkkkkk.
Excited for the captions.
“We want this campaign to excite people, inspire them to look after their vehicles and empower them to lift the bonnet and give it a go when it comes to checking and changing their engine oil.”
90 seconds in I discovered that I’d grown a mullet.
The idea is so good, but the execution is terrible. It was boring and not funny. However, the idea alone might let it win a few awards.
track dropping on Spotify?
How is it possible to make these Oils jobs so boring? This is more of a snooze fest than last year’s. The idea is fine, but the execution is so slow and undercooked.
It would have been great to rip up a golf course! Jealous.
This is such a fun brief, I wish it had a bit more craft to it to really shape the personality and land some of the cool ideas. Feels like it could’ve been a fun, action-packed 90 but everything got lost in almost 5 minutes of sameness.
Great spot. So good it made me Google ‘Chimera Project’.
Their (impressively minimal) website states:
‘We are not an advertising agency.
We are not trying to replace advertising agencies.
We are a specialist creative consultancy that works directly with CMOs to help solve unique marketing challenges in a way that traditional agencies can’t.
We are not an advertising agency.
We are not trying to replace advertising agencies.
We are a specialist creative consultancy that works directly with CMOs to help solve unique marketing challenges in a way that traditional agencies can’t.
We work embedded within organisations to build creative capacity and find innovative solutions.’
Now call me crazy but how is this any different to what an agency would put out? This looks like it coulda come out of The Monkeys lel.
It’s cheaper than the Monkeys
If you are going to blatantly rip me off after I’m dead, at least do it better than this.
Finally, a brand who realises 99.98% of Australians are bogans. The 6,000 or so left work in advertising.
Why were the country clubbers not reacting to the havoc these cars were administering? Very strange.
Could have been so good but cheesy performnances ruin it unfortunately. Ballsy work.
Fun.
Very fun, so many funny cameos for those in the know (especially love the mighty car mod boys). How you guys convinced a golf club to do this is beyond me. In saying all this, nothing will live up to the craziness of Ken Block’s (RIP) Gymkhana series, https://www.youtube.com/watch?v=LuDN2bCIyus&ab_channel=DCShoes
Did Carl know about the horrific track you were going to make it sound like he was playing?
Because it happens there all the time, obviously.