CarAdvice prides itself on its highly detailed car reviews. And in a new series of ads, its headquarters is portrayed as a mix of Consumer Reports and Aperture Science, where cars—and journalists—undergo bizarre, obsessive tests to determine overall roadworthiness.
The "Advisors" campaign, created by The Monkeys, marks the Australian automotive publisher's first foray into mass market advertising, and it's a welcome entrance.
In "Headlights," for example, the Advisors test the headlights of multiple cars by flashing them at a man dressed like a kangaroo (apparently, the Aussie equivalent of a deer).
Another puts the Australian version of J. Roddy Walston to work testing a convertible's wind deflectors.
And in a third, a woman in glasses tests mirrors by adjusting them to reveal men with clipboards perched in strategic areas around the car.
These ads do a great job piling on surreal details about CarAdvice's fictional work environment while reinforcing the message: That it catches every detail about a new car, for the benefit of consumers.
It's all about weird stuff happening behind ordinary doors. Works every time.
Managing Director & CEO: Andrew Beecher
Product and Marketing Director: Scott Davison
Marketing Assistant: Kathryn Marshall
Agency: The Monkeys
Executive Creative Director: Scott Nowell
Head of TV Production: Thea Carone
Agency Producer: Melissa Petryszyn
Senior Art Director / Copywriter: Scott Dettrick
Senior Copywriter: Brandon Mugar
Managing Director: Matt Michael
Content Director: Emma Ashworth
Content Manager: Siena Shuttler
Executive Planning Director: Fabio Buresti
Planning Director: Michael Hogg
Production Company: Goodoil
Director: Fiona McGee
Goodoil Producer: Claire Richards
Post Production: The Editors
Editor: Stu Morely