A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Tuesday, August 01, 2006


IdeaWorks Brisbane has created its first major trans Tasman campaign for client Supercheap Auto.
The campaign, created by Robin Feiner an Ryan Fallowfield from IdeaWorks Sydney, is built around the irresistibility of Supercheap Auto’s huge range and great prices, introducing the theme line “you just can’t get enough of Supercheap Auto.”
In the first commercial, a man’s shed explodes under the weight of his purchases, and in the second, another customer sends his son home from the store in a taxi because there isn’t enough room left in his car.
Supercheap Auto Marketing Manager, Andy Salmons, said the campaign was an important step forward for the brand: “Traditionally we have been heavily price-focussed. This campaign extends that communication to include our range and value messages in a way that will lift the quality perceptions of the brand as well,” Salmons said.
IdeaWorks has also been working with Supercheap Auto to update its logo and print material, as well as redesigning a number of their stores.

Writer: Robin Feiner
Head of Art: Ryan Fallowfield
Creative Director: Jono McCauley
Agency Producer: Norma Johns
Production Company: Prodigy
Director: Tim Bullock
Producer: Suzanne Mallos
DoP: Bob Humphreys


Anonymous Anonymous said...

Fuck Off. Seriously. It's NZ Creative Circle, not "Any Old Shit We Scraped Off Our Shoe Creative Circle" And this is shit. Real, bad, students would do better shit. Can we vote it off? I don't fucking care if it's a trans-tasman campaign, get rid of it.

9:56 AM NZST

Anonymous Anonymous said...

I would have thought the whole point of this blog is to get creative news out there, plus work - good and bad. Bad work gets slagged, good work gets praised. (And there are always more comments for the former than the latter. If bad work is created in Australia, even better.) What we should be worried about is why so much of what we see on air is created in OZ.

10:06 AM NZST

Anonymous Anonymous said...

I think the MTV work got so many comments because everyone here is fucked off that it was created in Australia. It wasn't about being a good or bad campaign. Looking at the finalist list for the Kodak Gongs says it all. There were bugger all great commercials out of NZ last year.

10:32 AM NZST

Anonymous Anonymous said...

I agree. get that shit out of here. Put something interesting on for discussion.

10:43 AM NZST

Anonymous Anonymous said...

9.56am reporting back here.

My point is, as a consumer and frequent visitor here could we keep content to a certain level? I'm happy to fire through every mailer and piece of crap I work on if that's what we want this place to be, but I'd really prefer to see leading stuff show up here. As much as I personally dislike the MTV stuff at least it's fresh and relevant to the blog. This on the other hand, is most definitely not. Which also leads back to my other post at some point about not regurgitating the PR pack word for word.

5:54 PM NZST

Anonymous Anonymous said...

Agree. The MTV stuff was really fucking cool. Even if a bunch of Aussie Bastards made it for our market.

8:52 PM NZST

Anonymous Anonymous said...

Utter safe, weak, obvious, Australian shite. They should leave all their advertising to Kiwis.

3:23 PM NZST

Anonymous Anonymous said...

And MTV isn't that cool either. Get a fuckin life you student dip shit.

3:24 PM NZST

Anonymous nelson muntz said...

fookin shite.

4:32 PM NZST

Anonymous Anonymous said...

Isn't the director Tim Bollocks meant to be good? What the fucks wrong with him? Doing this shit?

7:19 PM NZST

Anonymous Anonymous said...

Yep - MTV rocked.

12:14 AM NZST

Anonymous Anonymous said...

I didn't mind the kid in a taxi spot. I thought it was quite well done. The other one was shite though. The main thing that makes me shudder though is the cheesy sting and the shoutey voice at the end. Something tells me if they replaced the sting with something restrained like a nice endline over the ending shot - we'd all like it a hell of a lot more.

11:30 AM NZST

Anonymous Anonymous said...

Pack of morons. You have absolutely no fucking idea how far this brand has come with this campaign. Simply put, these ads are LOVED by middle Australia. Supercheap's call centre are actually receiving calls praising their ads. People are now flocking into store. That, friends, is an advertising success story. Get back to your scaming you small minded inbreds.

5:02 PM NZST


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