Ice Break settles the ‘Drum Solo vs Guitar Solo’ debate with drag race campaign via The Monkeys
When Ice Break and agency The Monkeys, Sydney decided to settle the age-old rock ‘n’ roll debate of guitar solo vs. drum solo, they did it the obvious way – with a drag race.
Following on from the recent motorised billboard drag race that launched their national outdoor campaign, Ice Break has customised two classic Australian muscle cars.
The Ice Break Facebook fans were involved every step of the way helping to decide on the original theme, as well as all the key features and customisations of the two cars.
Another two classic Australian muscle cars, also customised in-line with the new debate of Kung Fu vs. Sci-fi, will race soon after in an epic battle of cult movie themes.
Ice Break drinkers are able to win any of the four muscle cars simply by purchasing a bottle from the Ice Break range.
Says Micah Walker, Creative Partner, The Monkeys: “We’ve had quite a bit of fun with this, and the fact that it’s been going so well with entries and sales is a testament to all involved. Big thanks to Matt Devine the folks at Paramalat, and in particular Mat Abet and the team for tirelessly keeping up with all the enthusiastic fans.”
Representing a Guitar Solo, (a 1973 VJ E44 Valiant Charger 318 V8) and a Drum Solo, (a 1970 XY Ford GT Replica 351 V8) a race down the quarter mile at Sydney’s Eastern Creek Dragway was born.
More at: icebreak.com.au
Agency: The Monkeys, Sydney
Executive Creative Directors: Justin Drape/Scott Nowell
Creative Director/Partner: Micah Walker
Digital Creative Director: Jay Gelardi
Art Director: Jed DePyper
Copywriter: Carlos Savage
Agency Producer: Jade Wannell
Client Services Director: Dan Beaumont
Content Director: Gini Sinclair
Senior Content Manager: Kate Behne
Director: The Glue Society – Matt Devine
DoP: Stephen Duscio
Executive Producer: Michael Ritchie
Producer: Adrian Shapiro
Head of Projects: Josh Mullens
Production Company – Will O’Rourke
Client Credits
David Waugh – General Manager, Marketing
Jenni Booth – Marketing Manager, Beverages
Janice Maree – Senior Product Manager, Ice Break
Kimberley Dixson – Marketing Assistant, Beverages
16 Comments
Well that had no point and is tediously boring..
Solo would have loved it, but wouldn’t have made it any less boring!
Another example of creative working to the line and not to the essence of the brand.
A big waste of $ with a seeding strategy to boost the numbers. Shame cause the original campaign was actually ok.
ice break drinkers will love this
How dare you
“Pointless” if you found that boring you seriously need to hand in your man license.
Or at least take some more anti depressants.
Presuming you are a man.
just trying way too hard
Epic
I think it’s great. Ice Break motor heads will love it.
I think it’s funny reading stuff like ‘trying too hard’. This is just fun and bang on for the audience..Well done Monkeys.
what is this product again?
trying way too hard to be cool…trying way too hard for an award…
Glueing musical instruments/nunchucks to a car doesn’t mean it now represents a genre.
You’re left with actors in fancy dress racing cars in fancy dress.
Pointless and utterly ridiculous. Thoroughly enjoyable too.
How many times are the Monkeys going to PR this campaign? There’s no difference from one spot to the next. The campaign doesn’t go anywhere new, and they don’t get any funnier.
Of course the GTHO won. But things might’ve been different if the guitarist wasn’t so shit. Hell, I can play better than that!
choice bro
Big dumb aussie shitcake. As designed by some big dumb Aussie ad blokes. I thought we were done with this sort of thing.