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