TBWA\Sydney launches latest work for mycar Tyre & Auto, 'Get the care you deserve'

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.  

[embed]https://www.youtube.com/watch?v=2u-Up2S1dcQ[/embed]

“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.

[embed]https://www.youtube.com/watch?v=tZxtr0DoqcU[/embed]

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.” 

[embed]https://www.youtube.com/watch?v=ogRCfhxmrw0[/embed]

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