NZ transport body targets young Maoris with anti-drink driving spot
Clemenger BBDO Wellington has unveiled a new anti-drink driving campaign for the New Zealand Transport Agency targeted at young Maoris.
http://youtu.be/tESJ5gK06Oo
The ad was directed by Steve Ayson at The Sweet Shop.
Credits:
Client: NZTA
Agency: Clemenger BBDO, Wellington
Executive Creative Director: Phillip Andrew
Senior Writer: Bridgid Alkema , Mitch Alison
Senior Art Director: Bridgid Alkema
Agency Producer: Martin Gray
Assistant Producer: Georgina Otto
Production Company: The Sweet Shop
Director: Steve Ayson
Chief Executive Officer: Paul Prince
Managing Director: George Mackenzie
Global Executive Producer: Sharlene George
Executive Producer: Fiona King
Producer: Larisa Tiffin
Director of Photography: Crighton Bone
Directors Assistant: Damien Shatford
Production Designer: Guy Treadgold
Editor: Peter Scribberas @ The Butchery, Melbourne
Post Production: Toybox, Auckland
This is great, very funny.
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too much weights, not enough speed
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Any campaign targeting drink driving is amazing. Targeting the young Maori audience is done really well but the line “internalising a complicated situation in my head” was what struck me as bit much…I dont see any teenager talking like that in front of his mates in that type of environment. I would have liked to see something simpler here?
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MelC – I disagree with you on that one and I could imagine a lot of younger kids seeing this and using that as a ‘comedy line’ before actually saying something to their mate
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This is a good commercial, I think it will target the young males in NZ very well. Well done by the creative team.
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At last, a campaign that doesn’t rely on shock tactics (’cause, you know, after 10 years of running with the same idea it tends to lose its impact)
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It is “young Maori”, not “young Maoris”. The plural of Maori is Maori, not Maoris. Kiwis can always tell if a person is an Aussie if they say Maoris instead of Maori.
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I’m with Scott. It seems to hit the mark.
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@melc – that’s the joke
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Good work. Well done.
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Gold! – love the ghost chips
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Evokes ‘Boy’ which is my favourite Kiwi film de jour.
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Hugely insightful. Great writing. Awesome performances. This will work its socks off.
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Yeah, like a scene straight out of Boy…except the ‘wanna chip bro’ line which is straight out of Beached Az
Think it’s great. Hope the intended audience do too
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Job done.
Bridgid, Mitch, Phillip & Steve … take a bow.
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Choice! Funny as eh?, and you pick up a but more with each viewing. What’s really choice is the dialogue line “why not crash at my place?” and the way it’s “echoed” and then followed by a pause for the viewer to take it on board. A lesser talent would have just supered the line up at the end – like you do in ads. And @melc, the line “internalising a complicated situation” is out-of-context funny, but also critical to this ad not being patronising. Without it this guy could sound like a dumbarse eh? Instead he sounds like someone taking the piss, and I can tell ya Maori love nothing more than taking the piss at pretention.
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It’s up to a quarter of a million views and anecdotally it’s been sent to me by five different people – which is unusual for an ad.
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An impressive post, I just gave this to a colleague who is doing a little analysis on this topic. And he is very happy and thanking me for finding it. But all thanks to you for writing in such simple words. Big thumb up for this blog post!
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