A cheeky Supercheap guerrilla campaign at Bathurst Via The Monkeys

2 December 2021

Creative Agency: The Monkeys

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"If you love them, turn your infatuation into an ad campaign.”

Supercheap Auto has released a cheeky campaign, a piece of guerrilla marketing, proudly announcing they’ve found a new sponsor: 1000 Bathursts.

In 2020, The Monkeys, part of Accenture Interactive, helped Supercheap Auto through its very public breakup with the Bathurst 1000.

This year, The Monkeys is helping them again, this time to move on.

The campaign, directed by Al Morrow from Rabbit, follows Supercheap Auto spokesperson Nathan Murray's journey through the town of Bathurst as he introduces new sponsors including the Supercheap Auto Mowerland and Heating, the Supercheap Auto Bathurst Bakery, the Supercheap Auto Bathurst u13 netball team, and many more. 

Ant Keogh, chief creative officer, The Monkeys Melbourne: "They say if you love them, let them go. Instead, we went by the principle that if you love them, turn your infatuation into an ad campaign.”  

In addition to sponsoring 1000 Bathursts, Supercheap Auto is passing sponsorship savings on to its Club Plus members. In fact, they think there’s no one better to help sell their wide range of products than Rose (Supercheap Auto Bathurst Bridge Club), George (Supercheap Auto Bathurst Beekeepers) and Brooke (Goal Defender of Supercheap Auto Under 13 Netball Team).  

Supercheap Auto Managing Director, Benjamin Ward, said: “There is no bigger fan of the Bathurst 1000 than Supercheap Auto. We have been part of the Bathurst fabric for 16 years and it only makes sense that the next stage of our journey is to thank those people who have stood alongside us on the Mountain for all that time.”

The campaign airs this week in the lead up and throughout the race coverage across TV, social, online and in-store across Australia and New Zealand.

To view the online film: https://youtu.be/IW1Moh901iU

To view the 30” Netball spot: https://youtu.be/vVoZ9g7QrN0


Client: Supercheap Auto

Managing Director: Benjamin Ward

General Manager – eCommerce & Marketing: Andre Korte

Head of Marketing: Janet Newton

Sponsorship & Community Specialist: Justin Murray


Creative Agency: The Monkeys, part of Accenture Interactive

Chief Executive Officer: Paul McMillan

Chief Creative Officer: Ant Keogh

Head of Planning: Michael Derepas

Creative: Connor Beaver

Creative: Scott Zuliani

Senior Craft Designer: Raph Tamkalis

Head of Production: Romanca Mundrea

Group Content Director: Jaimee Kerr

Content Director: Allan Carlow  

Production Company: Rabbit Content

Director: Al Morrow

E.P: Alex Hay

Producer: Lottie Aspinall & Rebecca Bennett

Editor: Stu Morley – The Editors

Post Production: Chris Crocott – White Chocolate

Sound: Squeak E. Clean Studios

Sound Design: Paul LeCouteur & Dee Gjedsted

E.P: Ceri Davies

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