I’ve never been a fan of advertising through fear. So I’m not at all keen on this new Leo Burnett ad for breakdown cover from NRMA.
It features a lone woman in a car that breaks down on a busy road, intercut with shots of her looking stressed and perhaps frightened, underscored by a portentous soundtrack. She’s unable to get help on her mobile.
I played it to a female colleague without telling her what the product was, to get her reaction . Her first comment: “I thought she was going to commit suicide by jumping off the bridge.”
It seems that NRMA has moved its positioning from Unworry for its insurance brands to You’d Better Fucking Worry.