Creative agency TBWA\Sydney has launched its latest campaign for mycar Tyre & Auto (previously Kmart Tyre and Auto) under the brand platform, Get the care you deserve at mycar.
The campaign strategy aims to position the auto specialists as a benchmark for care. Rolling out across TV, radio, BVOD, OOH, social, and digital display, it centres around a series of 30-second hero films that see a discerning bride, a considered son and a misunderstood husband all demanding a “mycar level” of care from their confused counterparts.
“Our People First platform continues to evolve, and this campaign delivers the message that it’s more than reasonable for people to expect, in differing life scenarios, the same level of value, are and service that they have come to expect from mycar,” said head of marketing at mycar, Cynthia Fernandez.
TBWA creative director Simon Hayes explained, “We challenged ourselves to get the offer construct across in a fresh, funny and memorable way. And we’re proud to say it doesn’t get much more retail than this – in fact every punchline hangs on the offer delivery.”
The work for mycar follows TBWA’s recent campaign for AFL, Break the Aussie Rules, launched last month with the AFL’s national media agency of record, PHD. The campaign was further developed in partnership with the Brisbane Lions, Gold Coast Suns, GWS Giants, and Sydney Swans.
Last month, TBWA\Melbourne and the National Australia Bank (NAB) teamed up to launch a new bookkeeping tool, NAB Bookkeeper – the latest iteration of its Wrangle Your Money platform.
See also:
AFL launches ‘Break the Aussie Rules’ via TBWA
NAB and TBWA\Melbourne launch bookkeeper tool
Credits:
Client: mycar Tyre & Auto
Chief customer officer: Adele Coswello
Head of marketing: Cynthia Fernandez
Creative Agency: TBWA\Sydney
Chief creative officer: Evan Roberts
Creative director: Simon Hayes
Creative director: Archie Murugaser
Head client partner: Vanessa Di Blasio
Head of strategy: Sebastian Revell
Senior dtrategist: Callum James
Senior nusiness manager: Madie Finch
Head producer: Jonathan Pitcher
Group director, production and creative services: Lisa Brown
Media agency: Hearts & Science
PR & social agency: Eleven
Film Production: Scoundrel
Director: Ric Cantor
Editor: Adam Wills
Photographer: Ingvar Kenne, The Pool Collective