CB Exclusive: RAC Roadside Assistance and JWT ask ‘What are the chances?’
CB Exclusive – 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.
JWT is part of STW, Australasia’s leading marketing content and communications group.
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
13 Comments
hilarious! nice one Mr Noakes. Expect no less from the finger cleaner dude.
Nun one is a cracker. Nice copy.
Well done guys, great stuff.
Great insight Cecil!
Funny, well written, well directed, simple idea. Congrats to all involved.
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.
Nicely done.
haha had me laughing and thats all you can ask of a great copy. nice
haha great copy Elliott White..whoever that is
Dig it. Nice work.
very clever and effective, yet very simple. well done!
So funny.
Hillarious.
In fact.
They are great.
Obviously lots of JWT staff commenting on this very addy idea that leaves me with zero motivation to get roadside assist. An idea looking for a brief.
Surf inspired sickie. So good.