NRMA campaign shows how it takes care of your ‘baby’
The NRMA has launched the first brand campaign for its car servicing centres, Motor Serve, in New South Wales and the ACT, using babies as a metaphor for cars.
Created by DM agency Mercer Bell the digital component of the campaign includes social media activity, banner ads and a new landing page on NRMA’s website.
There will also be outdoor advertising launching next week, followed by direct mail and press ads.
Mercer Bell said the campaign aims to makes the light-hearted reference to car owners who want a trusted place to take their car – or ‘baby’ – to ‘keep them healthy’.
The TV ad shows car-sized babies leaving their garages and homes. In one scene a baby is shown making a pit stop at a service station to re-fuel with milk.
The ad finishes with a baby arriving at an NRMA Motor Serve centre, followed by the campaign tag line, “Who else would you trust to look after your baby?”.
Credits:
- Client – NRMA
- Agency – MercerBell Team
- Senior Account Director – Emily Shepherd
- Senior Account Manager – Iain Griffin
- Creative Director – David Bell
- Art Directors – Kevin MacNamara & Paul Critchley
- Copywriters – Mike Boswell & Yu Ling Ong
- Agency Producer – Baz Milas
- Bellamy Hayden – Media agency
- Production agency: Resolution Design
- Director – Tim Dyroff
- Music Production: Turning Studios
- Composer – Elliott Wheeler
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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