Ice Break launches high octane drag racing billboards and campaign via The Monkeys
Almost a year after Ice Break made international news headlines when it added a motor to a couch and created the World's Fastest Couch Stunt, Ice Break has gone one step further by adding a motor to its new advertising campaign - literally - by turning two billboards into high octane drag racing machines. Aptly titled 'Drag Race 'Em' the video is the first piece of content of many to be rolled out over the next few months as part of an ongoing campaign via Sydney agency The Monkeys.WATCH THE VIDEO
The
two billboard drag race took place at Sydney Motorsport Park in NSW.
The two teams battled it out, billboard against billboard, burning
rubber and proving that anything is better with a motor added to it. The
Blue Ice Break billboard claimed victory, marginally beating the Red
Ice Break billboard.The winning billboard will now be featured around Australia as part of an extensive new campaign for the Ice Break brand which includes Ice Break, Ice Break Extra Shot and Ice Break No Added Sugar.
Says Janice Maree, senior product manager, Ice Break Parmalat Australia Ltd: "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."
Says Micah Walker, creative partner, The Monkeys: "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."
Ice Break announced today that it will also give away four classic 'muscle' cars in the coming months as part of their summer promotion. Each unique car will be customised to a theme and used to settle age-old debates the only way possible - with a drag race.
Agency: The Monkeys
Executive Creative Director: Justin Drape
Creative Partner: Micah Walker
Digital Creative Director: Jay Gelardi
Art Director: Jed DePyper
Copywriter: Carlos Savage
Producer: Jade Wannell
Client Services Director: Dan Beaumont
Content Director: Gini Sinclair
Director: The Glue Society - Matt Devine
Executive Producer: Michael Ritchie
Production Company - Will O'Rourke
Head of Projects - Josh Mullens
Producer - Adrian Shapiro
DoP - Stefan Duscio
Client Credits:
David Waugh - General Manager, Marketing
Jenni Booth - Marketing Manager, Beverages
Janice Maree - Senior Product Manager, Ice Break
Kimberley Dixson - Marketing Assistant, Beverages
very good!
that's the dullest thing i've seen in a long time.
An ad for ad people. Punters don't care about billboards.
A great 30 second ad, stretched to 2 mins 30 in slooooo moooooo.....
Two kickass billboard designs? I'd say one shit one, and the same shit one repeated in a different colour.
omg what a long walk for a ham sandwich. yawn
Like it. Funny as hell if you're into drag movies... Sorry, drag racing movies.
That was content? Really?
Fail
At first I thought it could be really good. But it was really bad. What a shame.
Wow, brutal on here. I think it could be a bit shorter, but it's way better than any other ice coffee stuff I've seen. Good stuff.
So boring I skipped through it. What did I miss? Anything?
cool idea, nicely shot. maybe 30 secs too long but I enjoyed it all the same.
Im sure i'm not the only one who got bored after a minute, not really effective for an online video.
Nicely shot though
a coffee ad that puts you to sleep
Burning rubber and billboards. Love it.
Wow that was boring. So if I wasn't on an advertising website, why would I want to watch that?
I really wanted to like this, but you need to read the pr release to get the idea.
The posters are too similar in design, and at no point is it clear that the winning poster gets to run instead of the loser.
Of course, this is easily rectifiable with additional supers.
Love it. Haven't seen anything like this before.
Poo.