NRMA edits koala campaign following complaints

IAG’s insurance brand NRMA has made a voluntary modification to its latest ad campaign that shows a young boy trying to rescue and re-home a koala from a power line.

Following complaints received by the NRMA regarding safety concerns for the boy featured in the ad, the company opted to modify it and remove the offending scene.

The original version of the ad showed the boy taking a ladder from his garden shed, leaning it up against the power pole and climbing it to try and coax the koala down.

The original version can be seen here:


IAG chief marketing officer, Brent Smart, explained that while a real power pole was not used in the production, the brand removed the shot to avoid safety concerns.

“Following the release of our latest NRMA Insurance advertisement featuring Arlo the Koala, we were made aware of an issue relating to a scene where the young boy places a ladder against an electricity pole,” Smart said.

“While we didn’t use a real electricity pole during filming, we made the decision to make changes to the advertisement to remove any doubt around safety.

“We’re grateful to those who contacted us and we apologise for any concern this has caused.

“Overall we’ve had an extremely positive response to the advertisement and we look forward to continuing to help protect koala homes,” Smart explained.

The updated version can be seen here:

Mumbrella understands that complaints regarding the scene were also made to industry regulator Ad Standards, however due to NRMA’s decision to voluntarily alter the advertisement, the case was withdrawn.

The ad was created by The Monkeys and directed by Gary Freedman.


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