SapientNitro launches new campaign for RACQ auto insurance

Debuting on Boxing Day, the first spot focuses on a man who daydreams about being so ‘incredibly famous’ that friends whisk him away via limo and private jet when his damaged car leaves him stranded.

“While the new campaign builds on the past 14 years of much-loved RACQ commercials, the new approach provides a creative platform that will enable us to create highly-engaging RACQ work well into the future,” said Ralph Barnett, creative director at SapientNitro.

Three more spots will be rolled out in the next few months, featuring a psychic, a time-travelling 'bingle' (Australian for a minor collision) victim and a young IT worker.

“The challenge was to evolve and refresh one of Australia’s most highly rated campaigns from a viewer perspective, with a fan base built up over more than a decade,” said John Devaney, executive manager marketing communications at RACQ.

Chris Partridge, marketing manager, said the new work retains a unique Queensland feel and slice-of-life humour.

CREDITS

Creative director Ralph Barnett
Writer Mike Kennedy
Managing director Stephen Forth
Account director Natalie Hocking
Agency producer Melissa Ashman
Director Miles Murphy
Production company Taxi
Executive producer Andrew Wareham
Producer Simone Mackie
Post production Cutting Edge
Editor Kerry Farrell
Music Cam McKenzie, Silver & Scout
RACQ executive manager marketing communications John Devaney
RACQ manager marketing insurance Chris Partridge
RACQ marketing coordinator insurance Katy Shaw