Tina From Turners on tour

A follow-up advert to the Tina From Turners campaign has just been released.  

It follows Tina – and the cars she has – to many locations around New Zealand as she sings her earworm, Sell Us Your Car.

“This new campaign is a celebration of the place that Tina has come to hold in the New Zealand psyche, which I don’t claim lightly,” says Sean Wiggans, general manager of marketing.

“While we were out filming, the love was obvious with the amount of people coming up to get selfies or just to talk with Tina. 

“Wherever we went, people noticed and wanted to come and say hello. Sometimes they just yelled out ‘cars, cars, cars’ or beeped on their way past. It was a bit like being with a celebrity”.

The previous Tina From Turners campaign won a slew of marketing and advertising awards. They included the supreme marketing award in 2022, excellence for long-term strategy at 2024’s marketing awards and the gong for sustained success at the Advertising Effectiveness Awards – aka the EFFIEs – last year. 

Following up a successful campaign can be a daunting task, but the team’s confident it had the right people on board to make it happen.

The new advert leans into Tina From Turners’ personality and builds on work that’s been done before. 

Wiggans says: “Towards the end of 2023, our creative genius Darryl wrote a brilliant radio ad – basically a 90-second song. It celebrated Tina and cars among New Zealand celebrities, events and places.

“Around the end of 2024, we decided it was time to make a music video of a road trip. And while obviously biased, I think the result is bloody brilliant. The team have done an amazing job.”