Tiny dancers sell need for roadside assistance in new ad for RAC
West Australia’s RAC has launched a new campaign, created by JWT Perth, promoting its roadside assistance offering.
https://www.youtube.com/watch?v=LX0byR-2plQ
The spot features a couple stuck on the side of the road reflecting on their daughter’s ballet recital they are missing – until a fantasy sequence of children in tutus, dancing to the Waltz of the Flowers from The Nutcracker, appears from nowhere.
JWT Perth business director, Doni Savvides said: “The work is a step away from the category conventions of showing distressed breakdown victims stuck by the side of the road, and humble heroes coming to the rescue.”
It ends with the tagline ‘RAC roadside assistance – because the good times won’t come to you’.
The spot aired for the first time in Perth overnight.
Credits:
- Creative Director: Dav Tabeshfar, Gerhard Myburgh
- Art Director: Tim Newton
- Copywriter:Wilora Keeley
- Planner: Kat Paphitis
- Agency Producer: Amanda Slatyer
- Director: Paola Morabito
- Music + Sound Production: Nick Gallagher
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I didn’t understand that at all.
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@Bruce, their car broke down and they missed their child’s ballet performance.
If they had have been with RAC they would have had their car back on the road and they (hopefully) wouldn’t have missed a second of what promised to be an extraordinary show.
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I must say, when this first came on I was extremely confused but when the ad resolved the payoff was worth it. This is a wonderful little advertisement.
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