‘BINGO!’ Supercheap Auto ramps up blockbuster names and brands in new ‘Retirement Rampage’ campaign via TAXI and Chimera Project
Leading automotive retailer Supercheap Auto has accelerated the turbocharged action, hype and lineup with 29 motorsports and celebrity identities steering the latest “Keep it Running Super with the Best Performing Oils” campaign created by TAXI Film Production and Chimera Project.
The iconic campaign series revs up for its ninth nail-biting outing with a full-throttle seven-minute film “Retirement Rampage”.
This year’s campaign makes a pit stop at the fictitious Redline Retirement Village for legendary motorsports racers, featuring five “retired” drivers racing, drifting, skidding and jumping high-performance cars to make it to bingo on time.
The entertaining spot showcase how best-performing oils “Keep it Running Super” with auto influencers, celebrity cameos, fast cars, revved-up humour and plenty of high-speed stunts.
Oil brands Nulon, Penrite, Valvoline, Mobil and Castrol are the podium finishers, supported by a host of famous and familiar faces, including Supercars and motorsport drivers Chaz Mostert, Molly Taylor, Matt Mingay, James Moffatt and David Reynolds.
Joining them are Kiwi Supercars and NASCAR-bound driver Shane van Gisbergen and the return of international DJ Carl Cox along with Aussie TV personality and racing enthusiast Grant Denyer and sports star Corey Parker plus Australian motorbike racer Daniel Sanders.
Back again for 2023 are fan faves Marty and Moog, hosts of Mighty Car Mods YouTube channel with more than 830 million views, showing a global audience how to customise and improve the performance of their vehicles.
The highly anticipated film follows the supercharged success of the 2022 Best Performing Engine Oils campaign where the teaser promo alone clocked up an astounding organic reach of 40 million across social media.
Supercheap Auto content manager Reece Moger said this year’s campaign aims to educate and entertain audiences using the brand’s trademark humour: “Amid cost-of-living pressures and more people seeking DIY car care solutions, we want this fun campaign to focus on the importance of looking after your vehicle for the long term and ‘keep it running super’ when it comes to checking and changing engine oil.
“A lot goes on behind-the-scenes to create our Best Performing Engine Oils campaign film with this scope and cast. Everyone genuinely has a great time, which is exactly the energy and attitude we want people to adopt when servicing and improving their vehicles.
“Over the past nine years, these films have become an iconic auto entertainment series, not only in Australia but globally, and our latest campaign is geared for similar success.”
Retirement Rampage was directed by Miles Murphy and filmed across four days at Palm Meadows Over 50s Village and Mudgeeraba Town Hall on Queensland’s Gold Coast.
The complex shoot took months of planning and involved more than 100-plus cast and crew, including 10 current Supercars drivers who underwent two hours of prosthetic ageing makeup applied by six makeup artists daily.
Chimera Project executive creative directors Brendan Greaney and Jonathan Drapes said they relished the chance to put pedal to metal creatively on the popular annual campaign.
Says Drapes: “This year we wanted to do something different – it’s about how the best-performing oils and parts can not only make your car run super but keep it running super.
“And what better way to showcase longevity than at a retirement home with lots of narrow streets, little villas and lots of fun, quirky characters?”
Adds Greaney: “This is the third year we’ve been lucky to be involved in the Best Performing Oils project – it’s always a lot of hard work, it’s chaotic but it’s always a lot of fun.”
The campaign, supported by PR and influencer engagement, goes live from 8am AEST on Thursday 7 September 2023, across TV, radio, digital and social.
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: Rob Whyte & Paul Halfy
Driver/Vehicle Coordinator: Rob Whyte
On screen drivers: Chaz Mostert (Mobil), Molly Taylor (Castrol), Matt Mingay (Nulon), James Moffatt (Valvoline) & David Reynolds (Penrite)
Cameo apperances: Grant Denyer, DJ Carl Cox, Craig Lowndes, Jamie Whincup, Shane Van Gisbergen, Will Brown, Corey Parker, Daniel Sanders, Nick Percat, Christian Pancione, Matthew Payne, Declan Fraser, Tim Slade, Zane Goddard, James Golding, Brodie Kostecki, Nash Morris, Paul Morris, Aaron Cameron & DJ Kaitlyn
SCA Ambassadors & Influencers: Mighty Car Mods (Marty & Moog), Skid Factory – (Al & Woody)
13 Comments
This feels 6mins and 50seconds too long
and yet….you still watched it, lol…
Super fun. Interested to see how this goes into different channels. Great work
A great presentation
Wow, thanks guys. This is looking great. Just a few builds from me:
– Bingo is not really an aspirational activity for our residents. Could we look at something more vibrant like chair yoga?
– Whilst we target older Australians, we still want to appeal to a slightly younger demographic. Could we please feature a younger looking couple looking to make the move to Redline Retirement? A touch of salt and pepper hair is fine.
– it might just be me, but when I hear ‘drifting’ I think of ‘drifting off to sleep and not waking up.’ Not really what we want to communicate. Please remove.
– We had a bit of an issue with Gas cylinders exploding at our Nundah Village during last year’s Birthday BBQ. Please remove explosions.
– Can we please see how this can be squeezed into a 6 second YouTube bumper.
I’m still waiting on legal approval for the script, but I didn’t want to slow down production. I’ll send this to them now and let you know if they have any changes.
Thanks team!!
sorry, I gave up reading after your 1st point….yawn.
Very funny. You forgot to show the pack shot throughout the entire ad.
Guess this was edited and graded on the new iPhone, on set. Then you’ve used the guy from Police Academy standing next to the camera’s onboard mic for sound effects and music?
That Grant Denyer cameo! Its what I never knew I needed.
This was entertaining and fun from the outset. Not targeting everyone under the sun.
Props to the agency getting this in all its 7 minutes of might through.
This is great. The SuperCheap, Bathurst, Auto enthusiast will love it and will stay for the whole 7 minutes. That’s not me, but I still really enjoyed this. Would be great to see more clients create entertaining, long form content that’s worth the time spent viewing.
its shit
You should have had Coxy bring out his Pro Mod drag car and smoke the lot!