‘Promise me you’ll play Baby Shark on repeat’: Drivers say goodbye to their phones in RACQ ad
RACQ has launched a tongue-in-cheek campaign in which people say melodramatic goodbyes to people before they set off in their cars.
In one campaign film, a man embraces his passenger and says “Tell dad I’m coming over to reset his virus software, promise me you’ll play Baby Shark on repeat… I’ll see you when I get there.” At the end of the film, it is revealed that the passengers are actually mobile phones that are being set on ‘Do not disturb’ and put away, so the driver can pay attention to the road.
The RACQ, with Clemenger Brisbane, is aiming to address the increasing issue of drivers distracted by their mobile phones with the campaign. The call to action ‘Set your phone, then leave it alone’, is designed to inspire behaviour change amongst Queenslanders.
The RACQ provided the statistics that in 2017, 38 people were killed and 1,224 hospitalised by distracted drivers on Queensland’s roads, and a 2018 survey found 70% of Queenslanders still admit to using their mobile phones illegally in the car.
Erin Core, strategy director at Clemenger Brisbane, said phone addiction is a real problem.
“Drivers know it’s risky, but don’t know how to overcome their need to use their phones. Our approach acknowledges the addiction with empathy, and introduces a new pre-drive behaviour.
“It’s like putting on your seatbelt or checking your mirrors. Before you drive, set your phone – music, maps, etc – and put it in ‘Do Not Disturb’ while driving mode for the journey. It’s a function most phones have, yet few people are aware how to use and you only have to set it up once.”
Renee Davidson, RACQ general manager marketing and digital, said: “Road safety is the reason we began, and continues to be a major focus at RACQ. We understand it’s hard to leave the phone alone. That’s why we wanted to offer a real solution, not just another warning.
“It has been a personally rewarding project, partnering with Queensland’s Motor Accident Insurance Commission, and working alongside Clemenger, Department of Transport and Main Roads and our RACQ Advocacy team, to tackle this epidemic head on.”
Cristian Staal, managing partner of creative at Clemenger Brisbane, said the team tried to change their own behaviour with their phones to reinforce the campaign.
“Everyone working on this campaign was addicted to their phones as much as anyone. But once we tried setting our phones before driving, it’s actually become a new habit for us. Everyone should give it a try, for the sake of their own safety, their passengers and others,” Staal said.
Credits
Client: RACQ & MAIC
Creative Agency: Clemenger Brisbane
Media: UM
Director: Jonas McQuiggin, Two Little Indians
Post Production: Cutting Edge
The idea is good, but the execution makes you just confused – even at the end when it reveals itself.. you just sit there scratching your head saying ‘what was that all about?’
A few minor tweaks and it could be far more successful in communicating its message
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I just do not get this ad. Anybody else? Very confusing. Please explain.
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