Motor Accident Commission launches ‘Keep the Bromance Alive’ campaign via Clems Adelaide

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Motor Accident Commission has launched its new ‘Keep the Bromance Alive’ campaign with a stellar cast of mostly regional footy players and local farmers via Clemenger BBDO, Adelaide.

The campaign encourages regional South Australian blokes to tell their mates to buckle up, slow down or leave the keys at home when drinking, in a fun and unique way.

Highlighting the strong relationships that exist between rural men of all ages, this quirky 60″ TVC (plus three 15s) arms blokes with ‘weapons of mass affection’ in the ongoing battle against drink driving, speeding and seatbelt amnesia.

 

Clemenger BBDO Adelaide creative director, Matt O’Grady says the campaign gives guys ‘permission’ to intervene. 

Says O’Grady: “I’ve been in situations where a mate is driving like an idiot and I’ve wanted to say something but don’t want to come across like a nag. We found that by giving blokes fun, memorable dialogue, they were more likely to paraphrase it to their mates.”

 

After choosing the rural SA town of Malalla for the TVC’s location, director Luke Shanahan brought local farmers and footy players in from the surrounding community to fill the roles, giving the ad a refreshingly authentic feel.

 

Says Shanahan: “The moment I read the script I knew street casting was the way to go. Who better to play ‘real’ South Australians than real South Australians. The footballer roles were played by actual Malalla Magpies. There was no pretending going on, everyone was just being themselves.”

 

‘Keep the Bromance Alive’ introduces South Australian blokes to unexpected new ways of telling their mates to drive safely.

Agency: Clemenger BBDO Adelaide

Client: Motor Accident Commission

Production Company: Robber’s Dog

Creative Director: Matt O’Grady

Copywriter: Andy Scott

Art Director: Paul Stratton

Director: Luke Shanahan

Producer: Mark Foster

DoP: Shelley Farthing-Dawe

Producer: Yvonne Karabatsos