Spark Takes a Road Trip in One-Quarter of a Car

Does it get 4x the gas mileage?

You’re riding with a friend, when the passenger section of her car detaches from the rest of the vehicle.

Never fear. You’ve got the Spark mobile network. Who needs brakes or a steering wheel?

Oh, it’s a wild ride, courtesy of Colenso BBDO and Sweetshop director Damien Shatford.

“We set out to tell a story that draws people in and gets them curious,” says Colenso GCD Kimberly Ragan. “And what better way than Spark powering someone’s cross-country journey in a quarter of a car?”

The quarter-car rolled to life “by removing the passenger section from our hero car and towing it behind a tracking vehicle, giving it the freedom to go on its journey,” Simone Louis, agency senior copywriter, tells Muse.

“If you look closely, you’ll spot a variety of everyday items inside the sliced-open compartment—all revealed by the car’s cross-section.”

For the sequence on Auckland’s Harbour Bridge, where the vehicle was made whole after its adventures, a crew member pushed the quarter-car a short way, with no lead truck, for extra maneuverability. (You’ll never do that, AI—you’re so weak! Well, maybe a big robot could manage it. But that’s a whole different campaign.)

The hero film just launched in theaters across Australia and New Zealand, with cutdowns for video and social platforms.

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