RACQ: if only things had been different

A new campaign by Sapient Nitro for RACQ uses the insight that, when something goes wrong, the first thing people tend to think is ‘if only things could have been different’.

Ralph Barnett, creative director at SapientNitro, said: “While the new campaign builds on the past 14 years of much-loved RACQ commercials, the new approach provides a creative platform that will enable us to create highly-engaging RACQ work well into the future.”

RACQ, executive manager marketing communications John Devaney said: “The challenge was to evolve and refresh one of Australia’s most highly rated campaigns from a viewer perspective, with a fan base built up over more than a decade. Our collaboration with SapientNitro has delivered this.”


  • Creative Director: Ralph Barnett
  • Writer: Mike Kennedy
  • Managing Director: Stephen Forth
  • Account Director: Natalie Hocking
  • Agency Producer: Melissa Ashman
  • Director: Miles Murphy
  • Production Company: Taxi
  • Executive Producer: Andrew Wareham
  • Producer: Simone Mace
  • Post Production: Cutting Edge
  • Editor: Kerry Farrell
  • Music: Cam McKenzie, Silver & Scout
  • RACQ Executive Manager Marketing Communications: John Devaney
  • RACQ Manager Marketing Insurance: Chris Partridge
  • RACQ Marketing Coordinator Insurance: Katy Shaw

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