Macpac touts outdoor gear dependability with a campaign cliffhanger
Outdoor equipment brand Macpac is making a dramatic statement with a literal cliffhanger ad, in partnership with The Monkeys.
Macpac’s reputation is predicated upon its ‘weather anything’ advertising platform. For its latest campaign it has partnered with The Monkeys, part of Accenture Song, to demonstrate that capability in an extremely literal way.
The campaign showcases the dependability of the brand's gear by dangling a trio of hikers from the edge of a cliff, unfazed.
Joe Sibley, creative director at The Monkeys Melbourne, said: “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore.” To do so, the agency created a humorous video ad featuring three hikers lackadaisically dangling over a cliff using its outwear as makeshift ropes. The calmness of the hikers contrasts with the dangerous situation in a way that draws attention to the garments.
Hugh Gurney, creative director of The Monkeys Melbourne, added: “We watched Cliffhanger, and Cliffhanger 2… and realised cliffhanger moments are called so for a reason – you can’t look away. So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”
Directed by Damien Shatford from Sweetshop, the integrated campaign launches this week in Australia and New Zealand across, TV, outdoor, social, online and in-stores.