This dessert-driving drama is deviously hard-hitting

NRMA Insurance and Colenso BBDO have launched a Christmas campaign that asks a very good question: How come people might drive more cautiously to protect an elaborate holiday dessert (in this case a pavlova) than they would to safeguard the lives of their family members on a day-to-day basis?

This is an elegant and in some ways merciless piece of work. It cleverly takes advantage of the holiday season to suck you right into what looks like a fun dramatic situation. And then before you know it, you're complicit in caring more about a concoction of egg whites, sugar and whipped cream than about the infinitely more precious cargo in the car. And then you're thinking about your own driving habits, which is exactly the point. Ad Nut commends all those involved for constructing this clever and effective guilt machine.

The film was directed by Steve Rogers. The campaign, including cinema, OOH, digital and a "human behavioural experiment" (which Ad Nut has asked for more details about), also involves Mindshare and Thinkerbell.

Photo by James Tolich for the campaign's OOH ads.

The work is the first for the client from Colenso BBDO, which is the lead creative agency for NRMA parent company IAG in New Zealand (The Monkeys holds the account in Australia).

Ad Nut believes people should drive their metallic death machines more carefully not only for the sake of the humans and foodstuffs onboard, but also for the sake of any innocent creatures who might happen to cross their paths.

CREDITS

Client: NRMA Insurance, IAG AU
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Creative & Innovation Lead: Elizabeth Stokes
Creative & Innovation Specialist: Danielle Picker
Agency: Colenso BBDO
Media Agency: Mindshare, AU
PR Agency: Thinkerbell
Stills Photographer: James Tolich
Production Company: Revolver / Will O Rourke
Director: Steve Rogers
Managing Director / EP: Michael Ritchie
EP/Producer: Pip Smart
DOP: Mandy Walker
Post Production: The Editors
Editor: Alexandre De Franceschi
Colourist: Trish Cahill
Online: Richard Lambert
Sound Design: Franklin Rd
Sound Engineer: Shane Taipari
Music company: Soundtree Music Limited
Track Title: Drive Home
Composer: Luis Almau
Soundtree producer: Jay James
Published by Soundtree Music Publishing Limited

Ad 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. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.