RAC brings home the reality of roadside assistance via new push by The Brand Agency
The RAC is launching a new, reality-based campaign to promote its flagship Roadside Assistance brand. Breaking Monday on state-wide television, the campaign features real RAC Patrolmen and members giving a fly-on-the-windscreen insight into the everyday reality of breakdowns, which occur at the rate of over 8,000 a week across WA.
Born from the insight that the best advertisement for RAC Roadside Assistance is having an actual breakdown or seeing a real one take place, The Brand Agency has created a campaign that features a range of real rescues as they happen to different motorists. The campaign launches with a 60 second TVC that introduces four individual RAC Patrolmen and another 60 second spot, ‘Baby’, that tells the heart warming story of one rescue. The campaign then rolls out with a series of five 30 second spots showing different rescue situations. Other media will follow later.
Nick Bayes, Business Director at The Brand Agency commented, “Filming real-life rescues over 12 days was an enormous challenge. It’s not every day that the client approves a TVC production without a script and trusts the Agency and Director to deliver the end product. The result is a campaign that defines what it means to be rescued by the RAC. The campaign will grow over time and get stronger and stronger as it does.”
John Griffiths, Executive Manager Motoring Product & Marketing at the RAC commented, “As the product has been around for many years it is challenging to create advertising for RAC Roadside Assistance that hasn’t been done before. With this campaign we have brought to life the essence of what it means to be rescued by an RAC Patrol and the campaign does a great job of promoting the product in a fresh and innovative way, which is a first for the category.”
Credits:
Executive Creative Director: Garry Horner
Creative Director: Craig Buchanan
Agency Producer: Ian Ford
Business Director: Nick Bayes
Account Director: Kerri Hall
Planning Director: Paul Yole
Client: Kyle Lawrence, Danielle Olbromski
Production Company: Film Construction
Director: Andrew Morton
Post Production: Oktobor
18 Comments
Very nice.
You went to an eastern states production company for that?
Bloody hell Brand. Get real and support the local industry. No wonder our local guys get fed up
Rescue me from the boredom! And yes 5.39 they used an Eastern States company to shoot it and by all accounts,9 spent over a week in NZ doing the post!!!
Actually, i think the director is from NZ and is quite an experienced documentary filmmaker. Anyway, i saw the rest on Youtube and it hangs together really well.
Fuck that’s terrible. I was waiting for a punchline – thinking it was a pisstake. The punchline was on me.
This is a victory for suits and planners over creatives. Nothing more.
You saw the rest on YouTube? on a Friday night? Get into the Brand boardroom fridge and live a little 5.59
Saw the whole campaign and thought it was pretty good.
It’s a fact that when you’ve been helped by RAC you do think they do an amazing job. So to hear stories from the little yellow men themselves is a lovely thought, reward for them and comes over as it should – genuine. This is nice work.
Dull. RAC trying to be HBF.
RAC trying to be HBF? Are you serious? Have a look at the rest of the campaign before you make a silly comment like that.
Rest of the campaign here:
http://www.youtube.com/watch?v=whPhoKQpsXY&feature=related
Looked at the rest. Still dull.
Prefer this one – http://www.youtube.com/watch?v=7uxML7o-Z5M
Brand don’t exactly endear themselves to the local industry when a job like this gets done over east.
We’re talking roadside assistance here people. Authenticity will put more runs on the board for RAC in the mind of the punter than cheap gags any day.
Re 9.13. You work in Perth mate.. So I’m finding it pretty hard to believe your creative talents are being oppressed by suits or by planners.
Nice work Brand, I like these ads.
Authenticity is great when the content is compelling. This is seriously dull. It doesn’t tell me anything don’t I already know about and expect from the RAC. Have a look at the national blog and see what people who don’t work at the Brand are saying about this campaign.
that’s a powerful campaign. nothing like hbf. real – good.
I think The Brand showed that it had stopped caring what the local (production) industry thinks when it let Craig Buchanan direct TVC spots.