The latest campaign created by Sydney agency The Monkeys for Parmalat's Ice Break profiles extraordinary Australians who add motors to ordinary things.

The iced coffee's tag line asserts the beverage adds a motor to your day and this concept underpins a new show about people who add motors to stuff.

A seven-part series Add A Motor To It introduces an array of characters including Mad Ron Laycock who has added a fighter jet engine to a World War II truck.

Senior Product Manager for Ice Break, Parmalat Australia Janice Maree said the show took Ice Break's 'bring it on' attitude and delivered it on YouTube and Facebook.
"Running traditional media on its own wasn't going to cut it with our audience anymore," she said. "We wanted to involve the audience and chose to do this via digital and social media channels."

Scott Nowell, executive creative director at The Monkeys said that the series was exactly the type of entertainment the market craved.
"It's all built around a brand message and product truth," he said. "All credit to our partners at Ice Break for inspiring and commissioning the series, which represents a shift in the style of communication to something far more relevant to our audience than traditional messaging."

Add A Motor To It launched this week with a successful attempt to claim the world record for the fastest sofa. The specially commissioned leather two-seater with coffee table clocked 163km/h.