Hot Wheels + AFL superstar Patrick Dangerfield ‘Make It Epic’ in new spots via Clems, Melbourne
Australia’s best-selling toy brand Hot Wheels is launching a localised advertising campaign via Clemenger BBDO, Melbourne, that celebrates its ongoing partnership with the AFL Players’ Association.
Bringing to life the Hot Wheels brand DNA – competition, experimentation and creativity – the TVC depicts an epic race as seen through the child’s eyes, illustrating the excitement and thrill of playing with Hot Wheels, blurring the lines between reality and imagination.
The campaign was developed to continue driving the popularity of the Hot Wheels brand among the core target of children. The TVC gives meaning and relevance to Hot Wheels message of ‘Make It Epic’ in the Australian market.
With the child’s imagination conjuring larger-than-life inclusions, viewers see motorsport commentators calling the epic race that is taking part on a track that snakes wildly around a kitchen and lounge room.
Says Richard Williams, creative director, Clemenger BBDO Melbourne: “As kids, we’ve all imagined the possibilities of the most epic track set up in our lounge room or kitchen. The only thing that could make this more epic is having your own commentators calling every loop, corner and drop.”
Produced by Melbourne-based company Guilty Productions, the TVCs’ local flavour is achieved through the inclusion of AFL superstar and Geelong Cats player, Patrick Dangerfield who joins the young boy in the epic home race. The 2016 Brownlow Medalist has also been named as the new Hot Wheels ambassador, succeeding Hawthorn star Luke Hodge.
Says Tony Rogers, producer, Guilty: “Patrick Dangerfield speaks for himself. He’s a great, comfortable and easy-going bloke who’s beautifully oddly cast in this fantasy.”
Says Chedney Rodgers, marketing director Mattel on the brand’s partnership with the AFL Players’ Association (AFLPA): “There is a strong connection between the essence of the Hot Wheels brand and team sports such as Aussie rules. Through our relationship with the AFLPA we can reach children in a way that inspires them to be confident and resilient through the power of play.”
The 30 second TVC launches on Sunday 16th April and will initially air for six weeks in two, three-week bursts.
The TVC, which talks to kids, is one component in a wide-ranging integrated marketing campaign that embodies the Hot Wheels ‘Make It Epic’ tagline, including amplification via digital channels, AFL industry publicity and consumer promotion driven through PR.
Product specific TVCs will also air throughout the year, focusing on the core Hot Wheels range, as well as new and innovative toys set to excite young kids across the country.
Agency: Clemenger BBDO Melbourne
Chief Creative Officer – Ant Keogh
Creative Directors – Richard Williams/Anthony Phillips
Art Director – Jackson Harper
Copywriter – Tim Smith
Account Management – Bianca Kerr/Paige Prettyman
Producer – Karolina Bozajkovska / Lauren Anderson
Production Company: Guilty
Director – Tony Rogers
Producer – Jason Byrne / Alexandra Sturman
Post Production: Flare
Sam Coates
Mattel
Marketing Director, ANZ – Chedney Rogers
Senior Marketing Manager, Boys, ANZ – Jacinta Whitehead
Senior Brand Manager, Hot Wheels & Matchbox, ANZ – Andrew Graham Assistant Brand Manager, Hot Wheels & Matchbox, ANZ – Dominic Titus
PR: Communicado
Managing Director – Kerrie Ryan
Client Services Director – Lucy Houldsworth
Junior Account Director – Alexandra Brudenell
Senior Account Executive – Isobel Loschiavo
Media Agency: Carat
Account Director – Ken Lam
Senior Business Manager – Belinda O’Connor
Senior Business Manager – Harry McGoldrick
Business Manager – Anna Godkin
Business Executive – Adele Main
1 Comment
Fricken awesome ads. But a mega freaky thing just happened. I was listening to to the song, The Boy on Jack Ladder’s Love is Gone LP on my computer when I opened these ads. Paused to watch the ads. Sounds like that same song used as the backing music. To anyone who worked on the ad, did you use a cut from that song? Or am I going crazy. And what are the chances of listening to this at the exact time I opened? Stupidly low. I’m losing it. Help.