The Monkeys launches billboard drag race for Ice Break
Just under a year after The Monkeys added a motor to a couch in a stunt for client Ice Break, the agency has staged a billboard drag race for the iced coffee brand.
The billboard race took place at Sydney Motorsport Park, and the winning billboard will now tour Australia as part of a new campaign for Ice Break, Ice Break Extra Shot and Ice Break No Added Sugar.
Janice Maree, senior product manager, Ice Break Parmalat Australia, said: “Last year we decided to make a couch into a race car, but it didn’t have anything to race against! So this year we’ve one-upped our couch race by racing not one, but two of our own billboards against each other!”
Micah Walker, creative partner, The Monkeys said: “You certainly don’t get to decide which billboard you’re going to run in a national campaign by drag racing them very often, but I can assure you it was as fun as it sounds. Big thanks to everyone involved in helping us put this together…can’t wait to share the rest of campaign as it rolls out.”
really? clever, fun, but…
will it make people say… i have to run tot he corner shop to buy an Ice Break?
the couch was clever-er-er
The difference between Clients and Agencies?
Exclamation marks.
Why?
Soft drink brand???
Those exclamation marks are getting me really excited about this product.
So Ice Break is for bogans and encourages hooning…
Any decent marketing person would just decide which billboard they like and run that. Other than a couple of obligatory trade pieces, how much coverage has this stunt got?
Grief. A futile creative effort to spend clients money.
Who signed this off!?!!?!!!!!?!!!!! !
The media agency needs to learn about frequency capping. It’s been pretty much the only pre-roll on youtube for the last few days. It went from a decent ad, to annoying in about 4 videos.