Ad Nut
Mar 19, 2018

NRMA Insurance releases a sort-of musical about helpfulness

Work from Australia: 'Help is who we are' for NRMA Insurance by The Monkeys.

The actors in this insurance ad break into song instead of speaking lines of dialogue; it's a somewhat surprising technique, but admittedly captures one's attention.

According to The Monkeys, the branding campaign for IAG-owned NRMA Insurance intends to associate the brand with the "Australian spirit of helping one another, whenever called on". 

The campaign features 90-, 60- and 15-second TVCs, and also includes print, OOH, radio and owned social elements. The TVC was shot by a directing duo known as TWiN via The Sweet Shop, and the music is ‘Throw Your Arms Around Me’, originally by Hunters & Collectors but re-done by Australian singer/songwriter Ayla.

Ad Nut, who has indeed always found Aussies to be a kind and helpful lot, is also heartened to see that their caring extends to woodland creatures such as koalas.


Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan
Creative Lead: Elizabeth Stokes
Marketing Lead: Erin Bennett

Creative Agency: The Monkeys 
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Partner & Group Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Creative Director: Jake Rusznyak
Creative Director: Dennis Koutoulogenis
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Strategic Planner: Charlotte Marshall
Group Content Director: Humphrey Taylor 
Senior Content Director: Katie Wong-Hee 
Senior Content Manager: Fizzy Keeble
Content Executive: Sophie Finckh

Production Company: The Sweetshop
Director: TW!N
Executive Producer: Edward Pontifex & Loren Bradley
Producer: Allison Lockwood
DOP: Lachlan Milne
Editor: Jack Hutchings @ The Butchery
Grade: Ben Eagleton @ Be Colour

Post Production: BlockHead VFX, Sydney

Music: Alya cover of Hunters & Collectors
Sound Design: Nylon Studios

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


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