The Monkeys creates ‘Add a Motor to it’ YouTube + Facebook online show for Ice Break iced coffee
From Ice Break, the iced coffee that adds a motor to your day, comes a new show about people who add motors to stuff.
Created by Sydney agency The Monkeys, the 7-part series called ‘Add A Motor To It’ profiles extraordinary Australians who add motors to ordinary things.
The series launched this week with a successful attempt to claim the world record for the fastest sofa. Ice Break’s specially commissioned leather two-seater with coffee table clocked 163km/h.
The speedy couch has since appeared in mainstream media including the Today Show this morning. You can watch Karl Stefanovic stalling it here.
Theseries will introduce a host of unique characters including Mad Ron Laycock who has added a fighter jet engine to a World War 2 truck.
Says Janice Maree, senior product manager Ice Break, Parmalat Australia: “Add A Motor To It takes Ice Break’s ‘bring it on’ attitude and delivers it on YouTube and Facebook.
“Running traditional media on its own wasn’t going to cut it with our audience anymore. We wanted to involve the audience in all things Ice Break and chose to do this via digital and social media channels.”
Says Scott Nowell, executive creative director at The Monkeys: “Add A Motor To It is exactly the type of balls-out entertainment our market craves, all built around a brand message and product truth. All credit to our partners at Ice Break for inspiring and commissioning the series, which represents a shift in the style of communication to something far more relevant to our audience than traditional messaging.”
Ice Break’s Add A Motor To It will be broadcast weekly on the Ice Break YouTube channel.
10 Comments
having worked on this brand back in the day this is amazing work compared to the shit they use to try and push.
so glad you are not just giving away a ute.
nice work.
Trying really really really hard.
Good to see the marketing team at icebreak finally let go of the ute.
Nice work.
When the apocalyptic nightmare goes down these are the kind of thinkers i want in my heavily fortified compound.
it’s ok, but not brilliant. shit like this was presented all the time.
what’s amazing is that this actually happened.
the entire marketing department must have been wiped out in a massive ute accident.
Did Scott McTaggart approve this?
I want to involve the audience in all things Ice Break and chose to do this via digital and social media channels.
@ other depas peeps
Let’s group hug with some naughty finger touching.
Wow… trying to do what indie YouTube heroes MightyCarMods have been doing (and doing better) for that last four years. Still better than crappy ill thought out TV campaign.