News launches first brand campaign in 8 years via Richards Rose has aligned itself with the electric-vehicle led future in its first brand campaign since launching in 2015

Created by independent agency Richards Rose, the new campaign launches with the platform, “look forward to it”.

The new campaign takes a different approach to the launch campaign, which featured former ‘The Bachelor’ star Blake Garvey in a lighthearted gaff that referenced his infamously short-live decision on the final episode of his season.

Research conducted by Drive last year found 64% of Australians saw it as inevitable that electric cars would replace diesel and petrol vehicles, with the campaign depicting what living with an electric car at home might look like.

The 30-second hero spot portrays a father reminding his teenage son that he has to ‘earn’ his right to use the family car. Begrudgingly taking a sponge and bucket from his father, the boy is shown washing down what at first looks to be a car window screen, but as the shot pans out is revealed to be roof-top solar panels – the power source for the electric vehicle they’re plugged into.

Adam Rose, executive creative director at Richards Rose said: “We know that rapid change can sometimes feel daunting, so with this campaign we wanted to convey that there’s actually plenty to look forward to with EV ownership, like ‘filling up’ via the sun.”

“Also, despite these technological changes, some things will reassuringly stay the same – your kids will still have to earn the right to borrow the car! It’s these types of insights that Drive delivers on so well each day.”

Drive CEO, Simon Halfhide said: “The Drive brand has been through a rapid period of reinvention and growth. With momentum within the automotive industry ramping up in 2023, the time is right to promote Drive to a mass market who may not have been thinking about cars over the last three years.”

Drive marketing director, Leonora McEwen said: “We’re thrilled with the new campaign that has kicked off 2023. The Drive brand name has represented authoritative and independent automotive commentary and advice to Australians for over 25 years. To reignite that iconic brand awareness and deliver Drive content online and print – and now also in podcasts, TV and radio – will open the brand to new audiences looking for cars now and into the future.”


Agency: Richards Rose
Executive Creative Director: Adam Rose
CEO: Digby Richards
Senior Art Director: Liam Hillier
Senior Copywriter: Dom McCormack
Head of Production: Tanya Hairman
Finished Artist: Tony Cooper
Head of Account Management: Kristen Sandberg
Director: Lizzy Bailey

Production Company: 13&Co
Photographer: Nicholas Wilson

Post Production: White Chocolate

Sound Mixing: Squeak E Clean Studios


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