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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Supercheap Auto and The Monkeys Go Pitch Black for Black Friday

16/11/2022
Advertising Agency
Sydney, Australia
69
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The new campaign shows what happens when you take Black Friday a bit too... literally


Supercheap Auto is always looking for ways to ‘Make it Super’. So this Black Friday, they’re going pitch black: by cutting the lights, and their prices, storewide.  

The campaign, created by The Monkeys, part of Accenture Song and 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.”

The Monkeys creative director Adam Slater adds: “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 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 sale 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. 


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