Parmalat is promoting Ice Break iced coffee in Australia with “Add A Motor To It”, a seven part series profiling extraordinary Australians who add motors to ordinary things, hosted on the Icebreak Youtube channel. Beginning with a motorized toilet and motorized couch, the show will introduce a host of unique characters including Mad Ron Laycock who has added a fighter jet engine to a World War 2 truck. The campaign begins with a world record set by a motorized sofa, and inspiration on a motorized toilet.
A motorized couch breaks the world record for fastest sofa at Camden Airport, Sydney on 26th May 2011. Check it out as the couch reaches a top speed of 163km/h. Click on the image below to play the video in YouTube (HD)
http://www.youtube.com/watch?v=Xz3LScJDVbw
The best ideas always come when you’re on the toilet. And there’s no better idea than adding a motor to a toilet. This thing goes like stink. Click on the image below to play the Motorized Toilet (Episode 1) video in YouTube (HD)
http://www.youtube.com/watch?v=Gk7YfEmzXn0
Click on the image below to play the 15 second TV ad in YouTube (HD)
http://www.youtube.com/watch?v=NCdaSRT2LwE
Click on the image below to play the Product Placement Moment Invite video in YouTube (HD)
http://www.youtube.com/watch?v=XRG3NFHonkQ
Click on the image below to play the 600HP Ice Break Race Ute vs World’s Fastest Couch video in YouTube (HD)
http://www.youtube.com/watch?v=StLSc3s74AU
Credits
The Add A Motor To It campaign was developed at The Monkeys, Sydney.
Scott Nowell, Executive Creative Director at The Monkeys, said, “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.”
Presenters are Australian comedians Dan and Leon, online at danandleon.com.au and Facebook.
