Supercheap Auto goes pitch black for Black Friday in new campaign via The Monkeys
Supercheap Auto is always looking for ways to ‘Make it Super’. So this Black Friday, it’s going pitch black: by cutting the lights, and their prices, storewide in a new campaign via The Monkeys, part of Accenture Song.
The campaign, directed by Edwin Mcgill at Guilty, features the return of over-confident, under-prepared Supercheap Auto spokesman Nathan Murray.
Nathan explains: “As a kid, I was always afraid of the dark. But the only thing lurking in the darkness on Pitch Black Friday is a great deal. Also a working chainsaw…I did not know we sold those.”
Says Adam Slater, creative director, The Monkeys: “Don’t adjust your TV set, these prices are real. Actually, you may need to adjust your brightness a little bit…it’s pretty dark.”
Supercheap Auto head of marketing Julia Wilcox said the campaign was part of a commitment to Make It Super across all areas of the brand, at all times of the year: “We know Aussies are looking for a great deal on Black Friday. But we also know they’re sick of seeing the same old sales messages. So we decided the best way to stand out was to go lights out: and create a campaign that has to be (not) seen to be believed.”
The integrated campaign launches this week in Australia and New Zealand across TV, social, online and in-store.
Client: Supercheap Auto
Managing Director: Benjamin Ward
General Manager – eCommerce & Marketing: Andre Korte
Head of Marketing: Julia Willcox
Brand Communications Manager: Emma Halasz
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Creative Director: Connor Beaver & Adam Slater
Senior Craft Designer: Raph Tamkalis
National Head of Production: Romanca Mundrea
Senior Producer: Katherine Muir
Group Content Director: Alex Ashby
Content Director: Allan Carlow
Senior Content Manager: Jake Lane
Production: Guilty
Director: Edwin McGill
Producer: Jason Byrne
Production Manager: Jack Davies
Production Coordinator: Liz Reeder
DOP: Greg Harrington
Art Director: Peter Blackwood
HMUA: Jo Fletcher
Offline: Andrew Stalph
Grade: Julien Chichignoud
Online: Jon Holmes
Sound: Squeak E Clean Studios
Engineer: Paul Le Couteur
31 Comments
Keeping retail fresh
This is really good.
Fuckin’ Brill. Love it.
Loves it, very brave. Well done Slats and co!
great stuff
Very nice
The Monkeys produce the work that Thinkerbell want to produce but instead are doing tiny PR campaigns for Vegemite for no money.
Hahaha fun stuff.
What a client.
Can only imagine some of the inevitable conversations. What if we put a little bit of light on the products?’
He does it again. Keep slaying king.
I lol’d and I hate the word lol. I hate they made use the word lol.
Love it. Nice work Beavs and Slats!
Clever and refreshing
Killer
Nice work Connor and Co!
Got to love great retail work. Well done.
Super stuff.
very funny – but very relevant.
Yessss Slats! Love your work.
Genuinely funny retail, who knew!
Go yhou
Hi @slats fan. What an odd thing to say as someone else is celebrating their excellent work. If someone here has hurt you, or been mean to you in any way please let us know directly
Genuinely funny retail. Not easy to pull off. Well done.
Just wanted to say “nice” too.
This was really fun
Fun! DOP really earned their pay too 😉
Good and fun retail, Monkeys.
Wow, an actual advertising idea.
Bravo.
A great ad. Good for the creative soul.
Ikea already did it with the toe stubbing retail spot, the Monkeys know and they used it as reference. Sad. Becoming rip off merchants of late.
Interesting retail idea, but looks very cheap and basic? Is that on purpose?