RAC Roadside Assistance and JWT ask ‘What are the chances?’ in new campaign
JWT Perth, in collaboration with JWT Sydney, has launched a new TVC-based campaign for RAC Roadside Assistance reminding drivers that breakdowns can happen anywhere at any time, even under the most unlikely circumstances.
Launching this week, the two 30-second TVCs will run on free to air and pay TV.
Says Simon Langley, JWT Sydney’s ECD: “The ‘What are the chances’ campaign aims to reinforce the message that breakdowns actually happen a lot more often than you may think, however RAC Roadside Assistance is always on hand to help.”
The tongue- in-cheek campaign introduces two supposedly unlikely scenarios; You are dressed up as a nun, ready for a big night out with your hen mates, when you break down opposite a van full of real nuns. The second spot showing a sickie-taking surfer who breaks down opposite his boss.
Says Langley: “What are the chances of these actually happening? Actually, it could be pretty high, after all RAC Roadside Assistance rescues someone every minute.”
The two 30-second spots were directed by Tom Noakes at Photoplay.
RAC Roadside Assistance is WA’s largest roadside assistance provider with nearly 500,000 members.
ECD: Simon Langley
CD: Dav Tabeshfar
Art Director: Patrick Allenby
Copywriter: Elliott White
Agency Producer: Paul Friedmann
Account Director: Lauren Mestichelli
Account Manager: Courtney Rowley
National Planning Director: Angela Morris
Planner: Celia Garforth
Client: Danielle Olbromski
Production Company: Photoplay
Producer Belinda Dean
Director: Tom Noakes
Sound: Nylon
Post Production: Frame, Set & Match
16 Comments
So apart from the account manager and the CD who automatically gets their name on it, were any JWT Perth staffers involved in the ‘creation’ of this work? Or is it another attention powered car were the local office get the credit simply because it’s their client?
Best Roadside campaign they’ve done in years, possibly ever. Lovely.
Nice work guys.
Anyone who has worked with me will know I do not put my name on anything I don’t deserve a credit on. And neither would the rest of our team in either offices.
Rather a lot of our lives, and love, have gone into this campaign, so thanks for your question, Curious, and the opportunity to clear up any misconceptions.
And I do hope you find something lovely to put your efforts into ‘Curious’.
Very entertaining and nicely crafted. Not sure how it will motivate people to buy Roadside Assist though. The gags seem to overwhelm the message. So for me it misses the mark.
Good point Curious, but it is in keeping with most CB stories of late. Not much local content!
Nice work, kudos JWT.
I don’t think anyone would question Dav’s legitimacy as CD on this work. I think the question is whether this can be legitimately considered local work. Rightly or wrongly ‘Attentioned Powered Car’ highlighted a grey area that needs to be resolved.
very obvious stuff. The old nun gag hey?. It’s pretty much Award School student level. No subtly at all. It terms of the Perth Sydney debate, there’s no way they should be able to enter in a Perth show. Lets say 303 had an office in New York and they entered work in Skulls/CB awards…it would be outrageous. Not that anyone in Perth should feel threatened by this stuff…it’s average at best. The point is a regional show is a REGIONAL show and we all know it’s the creatives who came up with the idea are the ones that should be awarded. JWT conning the Perth market with the powered car campaign is disgraceful!
Very, very nice stuff guys! The sickie one works a lil better for me, but they’re both lovely!
Love the boss spot Dav and co. Well done mate.
these spots are hilarious! Well done to all involved.
For a client who bills themselves as being a local – certainly do not support the WA market. Glad to see that their budget for these (and other spots) are big enough to use Sydney based production companies and posthouses! Most definitely not a “local” ad! Don’t get me wrong, I really enjoy them. It is great to see something different on TV for a change. Lovely scripts. But there is enough skill and talent in Perth that could have produced those ads without the need for travel, accommodation and per diems in the budget.
carl, that’s funny right there. go on, tell me more about this fantasy world you live in, where world-class talent oozes out of big country town’s pores.
Lolz, tell me more about this fantasy world you live in, where these a world-class.
‘Lolz’ I take it that you’re not from here otherwise you wouldn’t be making such disparaging remarks about the ability of our local industry. It’s tough out there at the moment and I hear from many sources in production land that things are unusually quiet and many good talented people are feeling the pressure as a result.
You insinuate that we don’t have ‘world class talent here in Perth but mate, as any Kiwi will tell you, you won’t make the All Blacks if you don’t get the chance to shine at club level. I’m sure that Grant Sputore would agree having been recently acknowledged as a ‘world class’ director at Cannes this year, thanks to the opportunity given to him by The Brand Agency. People always ask me why does NZ have such an amazing creative industry and I always tell them it’s because we back each other and take enormous pride in showing the rest of the world what our tiny little ‘country town’ of a country can do. It’s a shame that same attitude doesn’t prevail here in Perth. Sure there will be some things that can’t for whatever reason be done here, but there are so many that can and should.
If the current trend continues then whatever ‘world-class talent’ that should happen to ‘ooze out of our pores ‘will quickly evaporate and materialise in a place where it’s recognised and given the chance to shine. And when it does, ironically you’ll be going “fuck yeh I know them, they’re from Perth”.