Auto Tests (and the People Who Run Them) Get Downright Weird in These Australian Ads

A man in a kangaroo suit sizes up headlights

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.


Client: CarAdvice

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

Sound: Songzu David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.