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)
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)
Click on the image below to play the 15 second TV ad in YouTube (HD)
Click on the image below to play the Product Placement Moment Invite video in YouTube (HD)
Click on the image below to play the 600HP Ice Break Race Ute vs World’s Fastest Couch video in YouTube (HD)
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.”