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The Monkeys Puts Cars Through Their Paces for CarAdvice, 2 years ago

Agency launches landmark ad campaign 'The Advisors' directed by Goodoil's Fiona McGee

The Monkeys Puts Cars Through Their Paces for CarAdvice

Australia’s leading independent Automotive publisher is launching its first mass market advertising campaign, The Advisors, created by The Monkeys.

The campaign demonstrates the extreme lengths CarAdvice journalists go to in order to create the most informed, relevant reviews of every new car that launches in Australia, whether for first time buyers, families or die-hard car enthusiasts. The hero TVC ‘Headlights’ shows The Advisors undertaking a test on a range of vehicles' headlights, with the help of a kangaroo suited Advisor. Additional spots feature Advisors testing other features like wind deflectors and wing mirrors. The tongue-in-cheek spots deliver a powerful campaign message; provides consumers every last detail they need to help with their next new car purchase.

“Whilst the TVC portrays a fictional world of The Advisors, it's not far off a typical day at CarAdvice. We obsessively test every new car that comes onto the market - every day we drive, review and rate new cars. Our office discussions around cars are often of epic proportions as we seek to educate, enlighten and hopefully entertain Australian audiences. This gives us our internal mantra of ‘every new car, every last detail’ and The Monkeys’ creative has nailed that beautifully with a comical spin that captures the entire heart and soul of our brand” said Andrew Beecher, Managing Director & CEO at CarAdvice.

Scott Nowell, ECD The Monkeys said, “The CarAdvice journos really do test every detail of every new car, so it’s kind of hard to exaggerate the lengths they go to. The Advisors campaign celebrates this attention to detail in a way that stays true to the brand’s commitment to being entertaining rather than boring people to death with car waffle. ”

The campaign will run across TV, cinema, outdoor & digital.

Creative Agency

Content Director: Emma Ashworth

Content Manager: Siena Shuttler

Creative Agency: The Monkeys

Executive Creative Director: Scott Nowell

Executive Planning Director: Fabio Buresti

Head of TV / Production: Thea Carone

Managing Director: Matt Michael

Producer: Melissa Petryszyn

Senior Art Director: Scott Dettrick

Senior Copywriter: Brandon Mugar

Music and Sound

Music Production: Songzu


Edit Company: The Editors

Editor: Stu Morely

Production Company

Director: Fiona McGee

Producer: Claire Richards

Production Company: Goodoil

Category: Automotive , Cars

Genre: Comedy