Showcasing Supercars tearing through vistas of South Australia
Showpony have released a new campaign for the return of the VALO Adelaide 500, one of the most significant motorsports events in South Australia’s history.
After a two-year hiatus, the event is returning to the streets of Adelaide, fulfilling a highly-popular election promise from recently elected Premier, Peter Malinauskas.
Parris Mesidis, Showpony group creative director, said: “The stakes were high this year, and we all wanted to deliver something truly memorable. The VALO Adelaide 500 is more than a race. It’s an iconic entertainment event with a magnetic force all of its own. We wanted a campaign that was reflective of the significance of the event’s return and the state it calls home.
“We wanted to show the magnetism of the race, how it brings the whole state together for a major event on the tourism calendar."
The 60-second ad was launched during the AFL Grand Final, and showcases Supercars tearing through vistas of South Australia as they converge in Adelaide for the country’s premier street race.
Rory Kennett-Lister, creative director, said: “The concept highlights what makes Adelaide such a unique venue for the event. Yes, it’s a street race and party in the CBD, but it’s also held in a really accessible state, where you can get from city to coast, to world-class wineries, to singular landscapes."
South-Australian born director, Jolyon Watkins, said “I fell in love with Showpony’s concept. It felt so true to the experience of the Adelaide street circuit – the raw, unexpected idea tapped into the love of motorsport that began when I was a boy watching the F1 on Wakefield Street. We kept traffic disruptions to a minimum, but never in my career have I ever heard the waiting traffic excited and cheering us on, for each and every take! I’m so excited that the VALO Adelaide 500 is back, and it’s pretty obvious to me that South Australia is too.”
Credits
Showpony Group Creative Director: Parris Mesidis Creative Director: Rory Kennett-Lister
Agency Producer: Lisa Browne
Account Director: Ana Coelho
Account Manager: Ra Kahukiwa
Account Executive: Harry Durrant
Senior Creative: Andy Scott
Art Director: Chico Zuccato
Managing Director, Adelaide: Sophie Allchurch
Production
Production Company: Clockworks
Director: Jolyon Watkins
Producer: Alan Robinson
Executive Producer: Heath George
Music Composition: Seeingsounds
Sound Design: Scott Illingworth
DOP: Richard Kendall
Edit: Mr Fox
Department of the Premier & Cabinet
Director, Brand and Marketing: Jehad Ali
Brand and Marketing Manager: Amanda Stewart
Brand and Marketing Strategist: Rebecca Clifford
Brand and Marketing Advisor: Connie DeCrea
VALO Adelaide 500
Chief Executive: Mark Warren
Marketing Manager: Andrew Fotheringham
Senior Marketing Officer: Kirby McDonald
