Supercheap Auto announces new sponsorship of 1000 Bathursts in new campaign via The Monkeys
In the lead up to this year’s ‘Great Race’, Supercheap Auto has released a cheeky new campaign via The Monkeys, part of Accenture, proudly announcing it has found a new sponsor: 1000 Bathursts.
In 2020, The Monkeys, helped Supercheap Auto through its very public breakup with the Bathurst 1000. This year, The Monkeys is helping them yet again, this time to move on.
Directed by Al Morrow from Rabbit, the campaign follows Supercheap Auto spokesperson Nathan Murray’s journey through the town of Bathurst as he introduces us to the new sponsors including the Supercheap Auto Mowerland and Heating, the Supercheap Auto Bathurst Bakery, the Supercheap Auto Bathurst u13 netball team, and many more.
Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “They say if you love them, let them go. Instead, we went by the principle that if you love them, turn your infatuation into an ad campaign.”
In addition to sponsoring 1000 Bathursts, Supercheap Auto is passing sponsorship savings on to its Club Plus members. In fact, they think there’s no one better to help sell their wide range of products than Rose (Supercheap Auto Bathurst Bridge Club), George (Supercheap Auto Bathurst Beekeepers) and Brooke (Goal Defender of Supercheap Auto Under 13 Netball Team).
Says Benjamin Ward, managing director, Supercheap Auto: “There is no bigger fan of the Bathurst 1000 than Supercheap Auto. We have been part of the Bathurst fabric for 16 years and it only makes sense that the next stage of our journey is to thank those people who have stood alongside us on the Mountain for all that time.”
The campaign airs this week in the lead up and throughout the race coverage across TV, social, online and in-store across Australia and New Zealand.
Client: Supercheap Auto
Managing Director: Benjamin Ward
General Manager – eCommerce & Marketing: Andre Korte
Head of Marketing: Janet Newton
Sponsorship & Community Specialist: Justin Murray
Creative Agency: The Monkeys, 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
Group Content Director: Jaimee Kerr
Content Director: Allan Carlow
Production Company: Rabbit Content
Director: Al Morrow
E.P: Alex Hay
Producer: Lottie Aspinall & Rebecca Bennett
Editor: Stu Morley – The Editors
Post Production: Chris Crocott – White Chocolate
Sound: Squeak E. Clean Studios
Sound Design: Paul LeCouteur & Dee Gjedsted
E.P: Ceri Davies
39 Comments
…very good.
Bloody great.
Than the Thinkerbelle idea
Clever.
Was wondering how they would follow-up last year.
Very funny. Great idea.
Love it
Lovely stuff. Well done guys, this is awesome.
Yes, yes, yes.
Are always gold
I love this and I think it will suck the air out of the Repco sponsorship stuff. The car fans will love it, well done Supercheap and those cool Melbourne Monkeys.
Dammit.
Yeah Scotty, love it mate. Well done!
Now that’s a good PR idea, well done Monkeys.
I like it.
It’ll work.
Bathurst fans see themselves as rebels.
In their minds, they own Bathurst, not the corporates.
So, they’ll completely identify with the big SuperAuto middle finger sticking it up the ‘we own Bathurst because we paid for it’ corporate sponsor.
Repco did good work, but their task was harder.
SuperAuto did better work, but their task was easier.
Corny.
Creatives clever enough, and clients open-minded enough, can find opportunity almost anywhere. Even in what initially appears a disaster.
This is one such example.
Well played.
I have no interest in racing or cars but I had a smile on my face the whole time. Clever.
Love it. Well done to you all.
This is truly excellent. So bloody clever, so simple. Kudos to all involved.
So basically just the same as Avocados sponsoring everything Australian
Except this is way better, plays off a point of tension and is much more entertaining.
We are not amused!
I think this tries far too hard.
Honestly if this came out of Thinkerbell the comments section would be polar opposite.
It’s easy-funny not smart-funny
Not to be a Debby Downer but the idea of Brand X sponsoring alternate things has really been getting a workout the last few years.
This is excellent.
Don’t forget ANZ sponsoring Oxford Street’s all around Australia last year.
Nice one Zools and Beav.
@suprised
If you think its just sponsoring lots of stuff youre missing the picture… these guys got ousted from a sponsorship last year so they are pirating the sponsorship they dont have anymore. Thats the cleverest bit.
Literally the same insight as the Avocado and ANZ campaigns…
Love.
idea
@@bob
dont know those examples but insights aren’t the same as ideas. It’s what you do with an insight. So many brands share the same insights. There are only so many insights around a given product type.
Unintelligent ambush marketing. Do something creative and new that inspires your audience rather than trying to trash another brand. If they loved Bathurst so much (ie, more than their competitor), they should have renewed the sponsorship deal. They didn’t. Time to move on and do something new.
If you don’t know those examples you’re not very aware of the industry in general, and not just the same insight, the same idea as those examples.
@@bob yeah, like everyone is hanging on what ANZ is doing.
@ Albert.
That lemon really stings when it gets into the cut huh? This is actually brilliant. They didn’t pay a cent, and get all the love from the public. It is how creativity can solve even the trickiest problem.
Bravo to all involved.
Yeah,yeah we got it after the lawnmower bit.
Didn’t need the following umpteen examples of Bathurst things.
That ‘geddit’ elbow in the ribs soon became very painful.
OMG. This is so so sad. Let it go Supercheap. You come across like a whiny child who can’t get over the fact you lost your marbles. Pathetic really.
Could you be more of bereft of creative comprehension. Stick to Excel spreadsheets and loading A3 paper into the photocopier, or whatever it is that you think you do.