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.


  • 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

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