NRMA Motoring and Services says uh huh to escaping embarrassing car-related mishaps

NRMA Motoring and Services has launched a campaign that celebrates how the company’s roadside assistance staff can help people get out of embarrassing car-related problems.

The Proclaimer’s hit ‘I’m on my way’ is the music used in the ad, which carries the slogan ‘No one gets you on your way, like NRMA.’

STW Group agency Lawrence Creative Strategy was behind the campaign.

Lawrence commented: “This line was used many years ago but felt even more relevant today. Too often brands try to keep reinventing themselves rather than stay single minded on what they are truly good at. In NRMA’s case, it was help.”

Bronwyn Shearer, NRMA’s head of brand and acquisition marketing added: “These ads are about what is at the core of everything we do at NRMA. It reminds people about our point of difference compared to other roadside assistance providers.”


Client: NRMA Motoring+Services
Agency: Lawrence Creative Strategy
Executive Creative Director: Neil Lawrence
Creative Director: Chris Mitchell
Business Director: Fleur Marks
Account Director: Jennifer Clarke
Executive Producer: George Saada, Bento
Production Co: Bento Productions
Director: David Gaddie, The Colony
Producer: Susan Walker, The Colony
D.O.P: Russell Boyd
Music: Song Zu
Post Production: Method Studios
Editor: Danny Tait
Stills: Paul Blackmore


  1. Peter Burns
    20 Sep 12
    2:07 pm

  2. First

  3. John
    20 Sep 12
    5:00 pm

  4. These ads are boring. I thought NRMA was onto something with those Rosso ads, the tvc aimed at the young folk looks like what a 50 year old thinks about a young person!

  5. Greg
    20 Sep 12
    9:12 pm

  6. Yeah does nothing for me. I mean no communication happening, so probably doing nothing for many others too.

  7. Valentina Borbone
    21 Sep 12
    9:32 am

  8. I really love these ads, it felt real to me and just what NRMA stands for. Free to go is just awesome.

  9. lexi
    21 Sep 12
    10:46 am

  10. I love this!

  11. Bob
    4 Oct 12
    8:20 am

  12. Borring … I agree thought they would further develop the Rosso ads