Showpony seeks to create “kick arse” campaign to lure new generation of V8 fans

Showpony Advertising has sought to portray the Clipsal 500 Adelaide V8 motor race  as a “kick-arse” occasion as it launched a campaign to promote the 2015 event.

The push includes TV, radio, cinema, press, outdoor and digital, with media planning and buying by MEC.

Showpony, which won the strategic and creative pitch for Clipsal 500 Adelaide earlier this year, said it wanted to entice new fans to the sport.

“The Clipsal 500 Adelaide has dominated the South Australian event calendar for 16 years and has enjoyed an incredibly loyal following. But it was time to reinvent it for a new generation,” creative director Parris Mesidis said.

“We wanted to get back to basics and remind everyone of what a kick- arse event the Clipsal 500 Adelaide is. The roar of the crowds, the screaming jets, V8 beasts tearing through city streets. You don’t just sit back and watch all that, you feel it. That insight was the genesis of our creative.”

Clipsal 500 Adelaide chief executive Mark Warren said it wanted to create an innovative and emotive campaign that “captured the adrenaline fuelled excitement”.

“The team at Showpony clearly understood what we were trying to achieve and created a really cool campaign that we’re extremely proud of,”  Warren said.


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