Adrian Peter Tse
Sep 11, 2014

RAC Insurance Australia can help with 4-year-old boys with paintbrushes

PERTH - Rac Insurance, with JWT Perth, has released a new tongue-in-cheek campaign that builds on the trust and laughs generated from the ‘We promise to do the right thing by you’ campaign launched last year.

Client: RAC Insurance

Agency: JWT Perth

Market: Australia

Campaign scope: 30-second TVCs in W-rating (above) and PG-rating (below) versions, supersite, transit media (below), digital, radio

Hook: Featuring the familiar fumbling father figure, the TVC reveals itself with classic ‘show, don’t tell’ signs of a DIY backyard paint job going horribly awry. With an excellent voiceover script and tone to lead the narrative, the ad is topped off with good comic timing and a call-to-action. Similarly, the campaign’s transit and outdoor ads feature contextually relevant humour that is difficult to ignore.

Press release quote: JWT Perth CD Dav Tabeshfar: “There are so many things in life that will not do the right thing by you; four-year-old boys with paintbrushes, faulty boom gates, the other driver… the list is endless. So we feel confident we’ve landed on a great truth, and a campaign with some legs.”

Hanna Fastyn, insurance manager RAC, marketing and member relationships: “At RAC we put our members first; ‘Doing the right thing by you’ perfectly sums up our philosophy and the way we act when our members need us the most.”

Comments: The RAC ads are real Australian classics. Over the years—and always with a characteristic Aussie home, lawn and neighbourhood backdrop to set the scene—they’ve given audiences a narrative, a funny story to relay over breakfast, and a sense of the possibilities that can happen in their very own backyards. This latest series from RAC Australia is yet another campaign that links well to the Australian social fabric, builds upon previous efforts and hits home RAC’s brand promise.

Credits:

CD: Dav Tabeshfar
ECD: Simon Langley
Creative: Dav Tabeshfar
Creative: Wilora Keeley
Creative: Tim Newton
Agency producer: Rachel Devine
Account director: Lauren Mestichelli
Account manager: Lucy Stoelwinder
Account executive: Kyoy Kitafuna
Executive planning Director: Angela Morris
Planner: Rob Mortimer
Print production: Alan Hollis
Client: Hanna Fastyn, Jayne Singleton, Felicity Mussell, Elaine Fowler, Catherine Tenardi
Production company: Exit
Producer: Craig Sloane
Director: Perry Westwood
Sound: Nylon
Post production: Fin

 

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