CarAdvice.com.au launches landmark advertising campaign ‘The Advisors’ via The Monkeys Sydney
Australian independent automotive publisher CarAdvice.com.au is launching its first mass market advertising campaign, The Advisors, created by The Monkeys.
The campaign demonstrates the extreme lengths CarAdvice journalists go to in order to create the most informed, relevant reviews of every new car that launches in Australia, whether for first time buyers, families or die-hard car enthusiasts.
The hero TVC ‘Headlights’ shows The Advisors undertaking a test on a range of vehicles’ headlights, with the help of a kangaroo suited Advisor. Additional spots feature Advisors testing other features like wind deflectors and wing mirrors. The tongue-in-cheek spots deliver a powerful campaign message; that CarAdvice.com.au provides consumers every last detail they need to help with their next new car purchase.
Says Andrew Beecher, managing director & CEO at CarAdvice: “Whilst 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 – every day 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.”
Says Scott Nowell, ECD The Monkeys: “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. “
The campaign will run across TV, cinema, outdoor & digital.
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
Goodoil 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
11 Comments
YUP
Lovely stuff Monkeys and co.
Shows how disconnected the client is from the real use of their site and where they exist in the purchase journey for cars..
Its nice to make TV ads, totally understand that, but who sold them that as a strategy.
It’s a nice TV ad, but a poor way of reaching the right audience and a complete waste of money both for production and media.
Huge opportunity missed to do something effective and efficient.
Cant blame the agency here, its nice, another great finger point at the mediocrity of marketing clients in this great country of ours.
Nice work dudes
I like them.
I guess you’d say these should be online yeah? Like highly targeted banners yeah? Because the purchase path dictates we’re researching cars online? And once we start researching cars, which can take months or years, we never watch telly again? Is that right?
Confusing and a bit boring really.
Love the first two especially – great work.
I’m not a CB hater – I actually don’t post anything unless it’s positive as a rule.
But. I gotta say. I didn’t get that the people with the ipads were caradvice journalists.
Not until I read the press release.
I’ll concede that maybe I’m just a little thick. But if you don’t know who these people are that are taking the notes, and you make the assuption that they’re perhaps customers ticking off what they want in a car, then these are pretty confusing.
Again, maybe I’m just stupid. Sorry.
Flew right over my head too. Seen ’em on the telly but couldn’t get a grip on the message. Too clever by half.
Nicely done and thankfully no wall to wall voice over explaining the idea.
Well done for not patronising the audience.
But apart from the wind deflector execution the proof points for the other spots aren’t very compelling.
I mean, how many modern cars don’t have full beam headlamps and adjustable wing mirrors?
it’s a shame as they would have been stronger and more original with better insights.