New NZTA ‘Mandom’ and ‘Mantrol’ campaign launches via Clemenger BBDO, Wellington
The New Zealand Transport Agency has launched a new road safety advertising campaign focusing on the concepts of ‘Mandom’ and ‘Mantrol’.
The new campaign developed by Clemenger BBDO Wellington introduces the concept of ‘Mandom’ – a place where a man is in complete control of his surroundings.
But it’s not all fun and games. While these guys think that they’re experts and have the man stuff sorted, there’s still one important element that they don’t have complete control of yet… their driving. They’re not in ‘Mantrol’.
NZTA advertising manager Rachel Prince said rather than point the finger at young men for driving badly, the campaign uses the ‘Mantrol’ concept to point out how to drive well. “A big part of mastering any skill is knowing your own limits. This campaign stresses that part of being a great driver is knowing when to pull back to account for the things you can’t control – the road, the weather and other drivers.”
Directed by Nick Ball from @radical.media, the 60 second TV spot at the centre of the new campaign was introduced by two 30 second unbranded teasers in the week leading up to the launch, and is accompanied by radio, print, billboard and online executions.
7 Comments
Yes!
These are great spots
They should have used Hugh Jackman. Mantrol my ass
You want your arse Mantroled?
kinky
these spots are interesting and right out of left field, and are sure to get some serious attention across the ditch but the question being if its the right sort of attention?
Ffor us here, they really beg the question of whether the RTA and TAC (who also do award winning work like NZTA) would likely do a campaign like this?
it’s clearly a very different approach to the ones that are implemented here with the crash scenes and the personal disaster stories that I for one are sick to death of. this surely opens up a lot of possibilities for those clients here
http://www.youtube.com/watch?v=EwkQpzgFaqs&