‘Australia’s sweetheart’ Sophie Monk latest celeb to feature in ‘Who’s in the Car?’ series for Youi

Former radio host and Bachelorette, Sophie Monk, stars in Youi’s sixth episode of ‘Who’s in the Car?’ with host and comedian Katie Burch.

Since appearing on Ten’s most successful iteration of the series, Monk has become a Slim Secrets ambassador and been announced as host of Nine’s Love Island.

Created by Emotive, the latest edition of ‘Who’s in the Car’ features Burch and Monk rapping and talking about Kim Jong-Un.

Throughout the short video series, Burch encourages Sophie to get a job and attempts find out exactly the kind of man Monk is looking for.

Fabrizia Roberto, head of marketing at Youi Insurance, said in a statement: “Sophie’s episode represents a change of pace, as we shift from sport to pop culture, ensuring we reach new audiences.

“Importantly we are not only seeing positive brand results from this content-led approach through our paid media, but equally it is driving site visits and further engagement with our owned channels.”

Other Who’s in the Car episodes have featured The Veronicas, The Burgess Brothers, Osher Gunsberg and Wendell Sailor and Ryan Girdler.

Jamie Crick, social media director at Emotive, said: “Our consistent goal is to deliver genuine entertainment value for the audience so that they choose to consume the content, while building the brand for Youi. The first five episodes have had outstanding success against this objective, being watched over 9m times between them.

“Importantly, as the series has established itself we see audiences engaging more and more with each episode, building recognition of the format and anticipation for who will be the next guest in the car.”


  • Youi Insurance: Hugo Schreuder, Bryan Cawood, Lukas Temple and Fabrizia Roberto
  • Creative, Production & Amplification: Emotive
  • Founder/Strategy Lead: Simon Joyce
  • Business Director: Alison Mitchell
  • Social Media Director: Jamie Crick
  • Creative Directors: Andrew Cameron & Henry Stafford
  • Director: Henry Stafford
  • Writers: Nathan Burley & Katie Burch
  • Senior Producer & Production Manager: Justine Moyle
  • DOP: Jefferson Grainger
  • Sound Design: Rumble
  • Editor: Benjamin Hargraves

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.