Holden pits man against beast in new Colorado campaign
A man and his truck take on a mountain goat in a new campaign promoting Holden’s Colorado vehicle.
The campaign follows a man and his Colorado in an epic race against a mountain goat to get to the top of a mountain. The ad features a man and his vehicle racing through rivers, forests and over boulders on steep mountain terrain, all in a bid to outdo a crafty mountain goat.
The campaign, which was created by The Monkeys and directed by Hamish Rothwell of Goodoil Films, features the tagline: ‘Holden Colorado, Not To Be Outdone’.
Natalie Davey, general manager of Marketing and Digital at Holden, said the campaign aims to “showcase the capability of our Colorado range”. “The campaign brings this to life in a bold and memorable way, which we know will break through the advertising clutter in a fresh and confident way.”
Ant Keogh, chief creative officer of The Monkeys Melbourne, said, “The ad’s strength is that it’s simple but unexpected. It’s hugely entertaining while subtly showing off driving performance and ruggedness.”
The campaign, which runs across TV, OOH, digital, radio, press and social media, is the first work by Keogh since joining the agency in October last year. Keogh was recently named the most awarded chief creative officer of 2017, according to The Drum’s Directory Big Won Rankings.