Supercheap Auto brings star-studded Hollywood action to advertising with new race car ad
- Partnership with Castrol, Gulf Western, Nulon and Penrite builds a home for the best performing oils at Supercheap Auto
Supercheap Auto, Australasia’s largest specialty retailer in automotive parts, accessories and fitment solutions, today launched a new advertising campaign that fuses action-packed Hollywood glamour with home-grown Australian icons to deliver an movie-quality experience on the small screen that has customers racing into Supercheap Auto.
The new ‘Octane Island’ ad was shot at a series of exotic, far-flung locations, including Hashima Island in Japan, as seen in the James Bond movie, ‘Skyfall’, and features Danny Trejo, star of the acclaimed Heat, Con Air, Breaking Bad and Sons of Anarchy, as well as Aussie hip-hop sensations and ARIA Award winners Bliss n Eso performing the iconic Creedence Clearwater Revival hit song ‘Fortunate Son’, together with a cast of celebrated Australian classic cars, including a Holden Monaro HK GTS, the same car which gave Holden its first victory in the Bathurst 500 in 1968.
The campaign is a motoring enthusiast’s dream come true, featuring classic cars owned by passionate local enthusiasts being put through their paces in a series of precision and stunt driving sequences:
- The Penrite car is a 1969 Holden HT Premier whose proud owner has had since he was 18 years old, and says he will never part with it.
- The Castrol car is a power cruise favourite, 1973 Holden HQ GTS Monaro, that’s not just a hobby but is a real family affair, and is used for everything from the weekly grocery shop to power skids at the Gold Coast 600.
- Nulon’s 1973 Ford Mercury Comet is known for running a nine second pass – but has ambitions to go below 8.0.
- The Gulf Western car is a 1968 Holden Monaro HK GTS shows the competition how drifting should be done and a dream come true for its owner, who had wanted one since he was 15 years old.
Supercheap Auto is Australia’s home of the best performing oils, and the campaign, produced by Gold Coast-based agency, The Dreamers, showcases Supercheap Auto’s partnership with leading oil and lubricant brands, Castrol, Gulf Western, Nulon and Penrite. Last year’s ‘The Best Performing Oils’ campaign was incredibly successful, delivering more than 60 million views worldwide, far exceeding the expectations of the Australian automotive parts retailer.
The filming of the new ‘The Best Performing Oils’ campaign was shot in three exciting locations rarely seen on film:
- The abandoned Wangi Power Station in the rural Hunter region in New South Wales, decommissioned in 1986, provides a breathtaking industrial backdrop to much of the video.
- Calder Park Raceway, an old-school motor racing circuit on the outskirts of Melbourne, the scene for the campaign’s adrenaline-pumping high action scenes.
- Deserted Hashima Island, which lies about 15 kilometres from the city of Nagasaki in southern Japan and which many will recognise from the Bond Movie, Skyfall. The island’s industrial heritage was recognised as a UNESCO World Heritage site in 2015.
David Bauer, General Manager Customer Communication & Engagement at Supercheap Auto said that the reaction so far to the campaign has been phenomenal:
“Our customers know Supercheap Auto as the home of all things automotive and this campaign further brings that to life. We’re as passionate as our customers are about cars – and when you’re passionate about something, you want to make sure you’re looking after it and to do that you need the best performing oils in the business.
“Supercheap Auto is known for our engagement with our customers around their passions, and we’re excited to be delivering a campaign that we hope customers will find as exciting and action- packed as we do. We were incredibly proud that last year’s campaign was voted as one of the Top 8 Ads in the 2017 World Retail Awards. Like our customers, we are passionate about high-performance and we know that’s why customers trust us to deliver the solutions and services they need. This ad yet again brings that to life.”
Allan Hardy, Director of The Dreamers, added that:
“We knew we had to go bigger and better this year, and together with Supercheap Auto we’ve managed to achieve something incredible. For the campaign, we created ‘Octane Island’, which houses a series of individual brand campaign releases, the first of which is the ‘The Best Performing Oils’ campaign. With five months of pre-production and developing the creative, we were able to turn this dream into reality.”
“Fortunate Son is such a powerful song, certainly iconic from featuring in so many movies. It was an exciting challenge to collaborate with both Creedence Clearwater Revival and Bliss n Eso to bring to life a new version of this classic track. Bliss n Eso, fresh off their third Australian Number One album release ‘Off The Grid’, have had an amazing run of Australian touring shows before they head off to North America for the rest of the year.”
Some facts about the campaign:
- The TV commercial was filmed throughout Japan, USA and Australia, including in Hollywood using a mix of Australian and American crew and talent.
- The shooting days had 10 high performance vehicles, pyrotechnics teams, stunt drivers and a 60+ crew over 10 days to ensure vision was captured with technical sophistication.
- Featuring at the heart of the new commercial is a mix of the most powerful, unique and adrenaline-fuelled cars you can find.
- The 1200 horsepower machines featured in the ad are known for unleashing explosive and entertaining displays at motorsport events and are loved by fans nation-wide.
- More information on the cars featured in the campaign can be found on the Octane Island website with behind-the-scenes videos and images.
The campaign will debut today with a national television launch, coupled with social media.