NRMA Insurance sends message with a twist ahead of holiday travel

In an effort to encourage drivers to stay alert and safe ahead of holiday travel, NRMA Insurance has subverted the traditional road safety campaign by adding an unexpected twist.

The film depicts a mother falling asleep at the wheel, but narrowly avoiding a collision with an oncoming truck as the car takes over and safely steers the family along the route home.

Created by Colenso BBDO the ad concludes with the message that ‘Until all our cars can drive themselves, drive safe.’

Nick Worthington, creative chairman at Colenso BBDO, said the campaign film was a cautionary tale.

“It’s not often brands take the time to tell a proper story these days, but it’s stories that people love. This cautionary tale, told brilliantly by Juan Cabral, takes us on a magical journey into the near future, while simultaneously keeping one foot in the past. It’s a simple and timely reminder for us all to take care on the roads these holidays,” Worthington said.

The film was directed Juan Cabral of MJZ in partnership with Finch.

Cabral said: “It truly felt like a small crew shooting a short film, everyone waiting for the moon to do its thing. Nick and the Colenso team were really championing the nuances of long road trips… embracing the mystery of the night and sleep. The cast was lovely, including the kangaroo that came to say hi for a little cameo.”

The campaign will appear across TV, cinema and online.


Client: NRMA Insurance, IAG AU
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Creative & Innovation Lead: Elizabeth Stokes
Creative & Innovation Specialist: Danielle Picker
Creative Agency: Colenso BBDO
Media Agency: MindShare, AU

Producer – Cath Anderson
Executive Producer – Loren Bradley
Executive Producer – Rob Galluzzo

Director – Juan Cabral
DOP – Eric Gautier
President / Executive Producer – David Zander
Executive Producer – Emma Wilcockson
Editor – Emiliano Fardaus
Colourist – Ricky Gausis
Online – Blockhead VFX
Music Supervision & Licensing – Jay James, Soundtree

Sound Design – Parv Thind, Wave Studios UK
Producer – Beth Tomblin, Wave Studios UK


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