NRMA reminds drivers to ‘protect what’s precious’ this Christmas with pavlova-filled campaign

NRMA Insurance is reminding Australians of what is actually precious to them when they take the wheel over the Christmas holidays.

The TVC, created by Colenso BBDO, juxtaposes the importance placed on protecting a delicate pavlova compared to that of a couple’s two young children, as they drive to a Christmas party.

The message delivered at the end is ‘Protect what’s Precious’.

December is historically the most dangerous time of year for drivers in Australia. Over the last 29 years, the month of December has experienced the highest amount of road trauma.

The campaign draws on the common behaviour that drivers take the most care when transporting cakes, takeaway food, expensive goods and large items, and forget about how protecting their life and the lives of their children should always be the priority.

NRMA Insurance chief marketing officer, Brent Smart, explained: “This is a helpful brand act at Christmas with a simple message – it’s one of the busiest times of the year, remember to drive safely.”

Colenso BBDO worked with Thinkerbell and Mindshare on the integrated campaign, which will cover cinema, OOH, digital and a ‘human behavioural experiment’.

Colenso BBDO creative chairman, Nick Worthington, said: “It’s a simple insight and one that everyone seems to connect with. We all do it, we drive ridiculously carefully with a cake, coffee or in my case Wonton soup on the passenger seat, and we don’t think twice about driving way faster with our kids. It doesn’t make any sense, which is the whole point.”

Photography for the OOH elements was done by James Tolich. The TVC was directed by Steve Rogers.

This is Colenso BBDO’s first work for NRMA Insurance, in its capacity as lead creative agency for NRMA parent company IAG NZ.

The Monkeys are the lead creative agency for IAG Australia.


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

Agency: Colenso BBDO
Media Agency: Mindshare, AU
PR Agency: Thinkerbell
Stills Photographer: James Tolich

Production Company: Revolver / Will O Rourke
Director: Steve Rogers
Managing Director / EP: Michael Ritchie
EP/Producer: Pip Smart
DOP: Mandy Walker

Post Production: The Editors
Editor: Alexandre De Franceschi
Colourist: Trish Cahill
Online: Richard Lambert

Sound Design: Franklin Rd
Sound Engineer: Shane Taipari

Music company: Soundtree Music Limited
Track Title: Drive Home
Composer: Luis Almau
Soundtree producer: Jay James
Published by Soundtree Music Publishing Limited


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