Tina de Turners is back … with a song

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Turners launched the next installment in the Tina de Turner campaign, of great success.

The ad follows Tina and her cars as she travels through New Zealand, singing -a Worm of a song Sell us your car.

“The new campaign is a celebration of the place Tina spent on New Zealand’s Psyce – which is not a light -mood,” says General Marketing Manager Sean Wiggans.

“While we were filming, love was obvious to the amount of people appearing to get selfies or just talk to Tina. Wherever we were noticed and wanted to come to say hello. Or sometimes they just shouted ‘cars! Cars!’ or ‘bipe’ on your way.

The previous campaign is credited with helping Automatic Retail Turners Fold your profit in just three years.

He also won a series of marketing and advertising awards-the Supreme Marketing Award in 2022, excellence for long-term strategy in 2024 Marketing Awards and sustained success in 2024 Advertising Effectiveness Awards (Effies).

New campaign, same dream team

Next, a successful campaign can be a frightening task. But the team was confident that they had the right people to do justice, says Wiggans.

“We have a very good model running since we did the first campaign. Turners’s marketing team is doing a lot of work internally, but we bring bright partners to the big things, especially if we are using Tina.

“We continue to work very well with Darryl Parsons and Olivia Woodroffe, who handed over the first campaign with the direction of Steve Saussey, ”adds Wiggans.

“Darryl and Olivia have created their own agency, so – but the dynamics have not changed. They are part of our team as the rest of us.

“Over the years, they brought Paul Jones, who made all the original photos of various projects. We also always like to work with him, so he was natural to film.

“And of course, the incredible Bubbah (Sieni Leo’o Olo) returned to reprise his role as Tina. In front of the media, while a piece of digital media sits internally, the very intelligent team of LASSOO MEDIA Do the rest, ”says Wiggans.

The new ad tilts to Tina de Turner’s personality. It is based on the work that has been done before, he adds.

The Jingle of Tina celebrates New Zealand

“At the end of 2023, Darryl wrote a brilliant Radio ad -Basically, a 90 -second song, ”explains Wiggans.

“Celebrated Tina and Cars among celebrities, events and places in New Zealand. He also had a very strong message to ‘sell us his car’. The ad gave a sustained track elevator to us and made many people talking.

“At the time, we discussed putting photos, but 2024 was not a year to spend money unnecessarily.

“It was time to take another level. We talked about a lot of different things that were achieved and what we needed to do next.”

The more we argued, the clearer it became. ‘Music’ had the potential to make the next big leap to Tina, he adds.

“It was time to make a music video of a New Zealand Road Road – a very ambitious task within our budget. And although I obviously be biased, I think the result is brilliant. The team did an amazing job,” says Wiggans.