NRMA calls on busy working parents to put the phone down this Christmas
NRMA has released its 2018 Christmas campaign ‘Don’t Drive Naughty, Drive Nice’, which calls on busy working parents to put their phones away while driving over the holiday period.
The ad, created by The Monkeys, features a television ad and a series of outdoor executions which were created by New South Wales kids and their responses to why adults should have to “drive nice”.
The television ad features a young girl who makes her toy bunny lock her father’s phone in the glove box in order to stop him from answering a work call while he is driving.
Meanwhile the outdoor ads include answers from young children on why their parents should “drive nice”, including: ‘Because unlike cats we only have one life’ and ‘because I love my Grandma’s broccoli soup’.
One of the outdoor executions
Scott Nowell, co-founder and chief creative officer at The Monkeys, said in a statement: “Christmas holidays are a joyous time, but there’s immense stress around finishing work and getting the family on the road. NRMA Insurance wants to make sure that Australians are driving safe, bringing to light what is most important – family.”
Sally Kiernan, marketing director at NRMA, added: “We know that Christmas is a time of the year when the importance of family is heightened, bringing with it a spirit of togetherness and connection. It is also one of the busiest periods on our roads so it’s more important than ever to ‘Drive Nice’.”
For the radio element of the campaign, children adapted their favourite Christmas carols to the ‘Drive Nice’ message, while across Facebook a reality camera effect has been created to look like the hero character, the toy bunny.
Credits:
- Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan - Creative & Innovation lead: Elizabeth Stokes
Creative & Innovation specialist: Danielle Picker
Content Director: Zara Curtis
Social Mead Lead: Gerry Avalos
Creative & Content Development lead: Simeon Bartholomew
Integrated Content Producer: Vanessa Buckley
Creative Agency: The Monkeys
Cofounder & Group Chief Creative Officer: Scott Nowell
Cofounder & Group CEO: Mark Green
Managing Director: Matt Michael
Chief Strategic Officer: Fabio Buresti
Executive Creative Director: Vince Lagana
Creative Director: Ben Sampson
Innovations Director: Jay Morgan
Art Director: Tessa Chong
Copywriter: Max Rapley
Planning Director: Michael Hogg
Strategic Planner: Charlotte Marshall
Business Director: Humphrey Taylor
Group Content Director: Katie Wong-Hee
Content Manager: Katherine Kennedy
Content Manager: Sophie Finckh
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Senior Integrated Producer: Sonia Eberington
Digital Producer: Tamara Wohl
Producer: Tanith Williamson
Producer: Alex Watson
Digital Design Lead: Eva Goodney
Designer: Laura Ives
Digital Designer: Lauren Elliott
Designer/Finished Artist: Lucinda Hansen
Front End Developer: Han Lee
Production Company: Exit Films & Tool of Nth America
Director: Marc Forster
Tool EP: Brad Johns
Tool Producer: Lee Trask
Exit EP: Leah Churchill-Brown
Exit Producer: Karen Sproul
DOP: Ginny Loane
AR Camera Effects Production: Alt. VFX
Post Production: The Editors
Editor: Alexandre De Franceschi
Producer: Nicoletta Rousianos
Animation: Framestore LA
VFX Supervisor: Michael Ralla
Post Producer: Rachel Mariscal Creasey - Sound Design: Song Zu
Engineer: Simon Kane
Producer: Katrina Aquilia - Music Composition: Elliot Wheeler @ Turning Studios
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Seriously, 47 agency-side credits? Left out the cleaners I think.
I suppose that the ‘strategic insight and underlying truth’ was that kids love grandma’s broccoli soup.
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I thought it was another ad for a car..what a Monkey!
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All i can say is that we don’t have to be subjected to the last cringeworthy NRMA tvc campaign.
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To sum it all up –
The living end.
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I say they should have had the cleaners’ input.
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Hhmmm,
Seriously, is this the biggest “wa*kfest lovin” example we’ve seen? Really, can we move on from 90’s style big agency credits and “put the CMO at the top of the list” approach? Again, shows how the IAG model is an out of date legacy, based on positional power – and agency servants.
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Where does NRMA come into it?
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Where can I get one of those bunnies for my granddaughter?
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Ask one of the 47 that’s on the credits.
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