NRMA launches Christmas campaign with first work from The Monkeys
The Monkeys has rolled out its first campaign for insurer NRMA since winning the account from incumbent agency M&C Saatchi in September.
Entitled ‘Long Way’ the short two-minute film features a little calling her grandparents on Christmas Eve to tell them she misses them and is disappointed they can’t make it for Christmas.
The video continues to show the elderly couple sitting down in silence together as they decide to embark on a long journey to surprise their granddaughter and daughter for Christmas.
The film is the beginning of a brand shift for NRMA Insurance since chief marketing officer Brent Smart joined IAG in February.
“This is a return to the type of storytelling and tone of voice that has made the NRMA Insurance brand loved, and signals the new direction we are taking the brand in.
“It’s exciting to make something together with our new partner The Monkeys. We are in such good creative hands with their team,” Smart said.
Incumbent agency M&C Saatchi won the account in 2014 from Whybin/TBWA and held the account up until September this year.
‘Long Way’ aims to encourage Australians to drive safely during the Christmas period with NRMA Insurance claiming their data shows increased car collisions over the holiday period.
Chief creative officer and The Monkeys’ co-founder, Scott Nowell, said the brief was “a gift in itself”.
The campaign is set to run in cinemas and social channels.
Credits:
- Client: IAG
- Brand: NRMA Insurance
- Chief Marketing Officer: Brent Smart
- Creative Lead: Liz Stokes
- Marketing Lead: Erin Bennett
- Creative Agency: The Monkeys
- Co-founder & Chief Creative Officer: Scott Nowell
- Senior Copywriter: V. Wassim Kanaan
- Senior Art Director: Andrew Fraser
- Senior Producer: Jade Rodriguez
- Executive Planning Director: Fabio Buresti
- Planner: Henry Bilson
- Group Content Director: Humphrey Taylor
- Senior Content Director: Katie Wong-Hee
- Senior Content Manager: Jack Stone
- Production Company: Finch
- Director: Christopher Riggert
- DOP: Tim Tregoning
- EP: Rob Galluzzo & Corey Essey
- Producer: Camilla Mazzaferro
- Offline Edit: The Butchery / Jack Hutchings
- Sound: Song Zu
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charming film with a rather blurry message – the heroes of the spot are doing something that appears at odds with the endline.
or are we to be reassured that if Gramma and Gramps had had a catastrophic accident while throwing caution to the wind and driving through the night, that their bills would have been covered?
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It feels like home to me
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Is driving through the middle of the night really the safest time really? It’s not a terrible ad but it’s far from great. The Monkeys usually deliver a strong idea, I lay blame on the new marketing manager.
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That’s enough to make you fall asleep at the wheel. Boring marketing.
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This is confusing. I agree your suggested ending would have made so much more interest in the story, you knew the story from the start so even though it was about taking it slow the whole ad was too slow, you got the story from he start so 75% of the ad is useless. Maybe they’ve taken playing it safe to the ads not just the end line. Good luck Monkeys if this is what Brent Smart wants.
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A two minute ad with a blurry message? Where do I sign up?
Also, who wants guests randomly appearing on their doorstep in the middle of the night right before Christmas?!
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After years of chopping and changing brand position and advertising styles, NRMA finally had some consistency and distinctive assets in the Confidence campaign.
Cover up the logo at the end of this new ad and you’d have no idea this is an NRMA ad.
poor effort, wasted money
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Who plays grandma .. I know her face but can’t place it… Love the ad. ?
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Grandma is Jackie Weaver….
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Love the add .is it Jackie Weaver as the granny.
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