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


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



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