Aussies will remember (because the campaign was unforgettable) that last year Supercheap Auto lost its sponsorship of Australia’s most famous car race in Bathurst.
Undaunted, the brand produced a brilliantly funny campaign after its new agency, The Monkeys, convinced it that while there’s an adage, “If you love someone, let them go, if you REALLY love someone you hold a press conference confessing your love and vow to hold onto them forever.” Supercheap Auto spokesperson, Nathan Murray, became an Aussie hero in the process.
In the lead-up to this year’s “Great Race”, Supercheap Auto has released a cheeky new campaign, proudly announcing it, too, found a new sponsor: 1000 Bathursts. This time The Monkeys are helping the brand to move on.
The campaign films, directed by Al Morrow from Rabbit, Nathan Murray’s journey through the town of Bathurst as he introduces Australia to its 1,000 (more or less) new sponsors, which include Supercheap Auto Mowerland and Heating, the Supercheap Auto Bathurst Bakery, the Supercheap Auto Bathurst u13 netball team…and Supercheap Auto Bathurst Bridge Club. In fact, the brand thinks there’s no one better to help sell its 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).
Ant Keogh, chief creative officer, The Monkeys Melbourne, stated “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.
Supercheap Auto managing director, Benjamin Ward, commented, “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
Creatives: Connor Beaver & 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
Executive Producer: Alex Hay
Producers: 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
Executive Producer: Ceri Davies