Buff bogan elves the story of a SuperCheap Christmas as heavy duty toys rule
If there was any doubt whatsoever that SuperCheap Auto is a brand that knows where its market is, then its Christmas ad featuring grimey, buff, bogan elves will lay that completely to rest.
These are the elves that make toys for boys, as one of Santa’s helpers recounts the story of how he finished up on the tool kit assembly line.
Wistfully recalling how Santa had asked him to make a billycart with flames on the side, the overachieving elf assembled a flame-throwing monster that left a nearby Christmas tree in ashes and smile a mile wide on the face of the kid.
Backed with a suitably aggressive rock sound track, Supercheap’s Heavy Duty Christmas is true a brand that is emblazoned across V8 Supercars.
The effort by The General Store and Curious Films is not to everyone’s taste, but then Supercheap is marketing to mums.
Kids, however, might get a kick out of it and flame-spewing billycarts may yet find their way on to Santa’s for some.
Simon Canning
Credits:
Supercheap Auto
David Bauer: Marketing Manager
Josh Weier: Club & Digital Manager
Dane Patterson: Sponsorship & Promotions Manager
Emma Howarth: Marketing Co-ordinator
The General Store
Executive Creative Director: Andrew Ostrom
Art Director: Julia Elton-Bott
Project Director: Madeleine Livesey
Agency Producer: Darren Bailey
Executive Strategy Director: Matt Newell
Curious Films
Director: Robin Walters
Producer: Daniel Higgins
Executive Producer: Peter Grasse
I hope it works
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