Ant Keogh reveals first work for The Monkeys in ‘Holden Colorado, Not to be Outdone’ campaign
Holden has launched a new campaign as part of its ‘Let’s Go There’ brand platform, to promote its Colorado range of cars.
The television commercial is one of the first produced by The Monkeys’ chief creative officer, Ant Keogh, since he joined the agency in October last year.
Keogh, who has created some of Australia’s best ads including Carlton Draught’s ‘Big Ad’, Four’N Twenty’s ‘Magic Salad Plate’ and Bond’s ‘The Boys’, joined the The Monkeys after departing Clemenger BBDO Melbourne as its chief creative officer, where had been for a decade, to pursue a “personal project”.
Created by Accenture owned agency, The Monkeys, the television commercial features a man driving his Colorado up the mountain trying to get to a higher point than the goat who keeps running further up the mountain.
The Colorado owner soon chases the mountain goat up to the very top of the mountain where the goat is found in the back of his trailer.
“The ad’s strength is that it’s simple but unexpected,” Keogh said in a statement. “It’s hugely entertaining while subtly showing off driving performance and ruggedness.”
Natalie Davey, general manager of marketing and digital at Holden, added: “‘Not To Be Outdone’ is the perfect platform to showcase the capability of our Colorado range and the campaign brings this to life in a bold and memorable way, which we know will break through the advertising clutter in a fresh and confident way.”
The Monkeys won Holden’s SUV creative account in August last year, and launched the brand’s new platform ‘Nothing to Prove, Prove it’ in December.
Holden recently saw the departure of its executive director for marketing, Mark Harland.
Since then, the automotive brand has appointed Kristian Aquilina to replace Harland.
Credits:
- Client: GM Holden
- General Manager, Marketing & Digital: Natalie Davey
- Brand Communications Manager: Josh Cunningham
- Product Marketing Senior Manager: Andre Scott
- Brand Communications Coordinator: Tom Richards
- Agency: The Monkeys
- CCO: Ant Keogh
- Head of Strategy: Mike Derepas
- Head of Production: Romanca Jasinski
- Group Content Director: Lee Lowndes
- Copywriter: Cody Naetzker
- Art Director: Zenon Predecki
- Sound: Nylon Studios – Paul Le Couteur
- Music: Level Two Music – A Tribe called Red, “Electric Pow Wow”
- Production Company: Goodoil Films
- Director: Hamish Rothwell
- Producer: Andrew McLean
- Executive Producer: Simon Thomas
- Director of Photography: Dariusz Wolski
- Editor: Pete Sciberras @ ARC
- Post: Alt. VFX
- Production Design: John Allan
- Sound: Nylon Studios – Paul Le Couteur
- Music: Level Two Music – A Tribe called Red, “Electric Pow Wow”
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Average.
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Long climb.
Short slide.
Fun idea though.
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Enjoyable ad. And great casting of my friend Tormund Giantsbane.
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Onya C & Z… I bet you’re missing REA though.
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I feel like the Monkeys are trying to hype their first output a little too hard.
This is fine, but not the blockbuster i’m sure they were all hoping for.
Shame.
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It’s better than most of the total shite that exists for car advertising in this country.
This at a minimum has an idea.
And I for one am glad it doesn’t use the typical occha-boofhead VO either.
Last good stuff was Hyundai’s Ooo Baby Baby.
Good stuff.
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Great casting
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nice idea but 30 secs too long for mine
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Laughed out loud and keep watching it. Love the idea. Don’t know how you could put a better foot forward to be honest.
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Really nice, well done!
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Ant, is that you?
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Dig it. Well done!
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By blockbuster you mean ‘big’ production no doubt; like the ‘beer ad’.
A small idea done cleverly is just as good if not better.
Cheers
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i like it. i don’t see how it could have passed the ad standards tho, it’s not fair to show this kind of work if it can’t run?
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God I hate the negative “everything is shit” circlejerk you see in the comments here sometimes.
This is a nice piece of creative. It’s different, based on a good idea and executed well. What do you people want?
At least provide a critique or insight or something more than “nah”.
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http://www.adeevee.com/2004/03.....oat-print/
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Last year…
https://youtu.be/qT6x_KOD1rM
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