RAC Roadside Assistance and JWT ask "What are the chances"
17 July, 2014
JWT Perth, in collaboration with JWT Sydney, has launched a new TVC-based campaign for RAC Roadside Assistance reminding drivers that breakdowns can happen anywhere at any time, even under the most unlikely circumstances.
Launching this week, the two 30-second TVCs will run on free to air and pay TV.
JWT Sydney’s ECD Simon Langley said: “The ‘What are the chances’ campaign aims to reinforce the message that breakdowns actually happen a lot more often than you may think, however RAC Roadside Assistance is always on hand to help."
The tongue- in-cheek campaign introduces two supposedly unlikely scenarios; You are dressed up as a nun, ready for a big night out with your hen mates, when you break down opposite a van full of real nuns. The second spot showing a sickie-taking surfer who breaks down opposite his boss.
“What are the chances of these actually happening?” said Langley. “Actually, it could be pretty high, after all RAC Roadside Assistance rescues someone every minute.”
The two 30-second spots were directed by Tom Noakes at Photoplay.
JWT is part of STW, Australasia’s leading marketing content and communications group.
RAC Roadside Assistance is WA’s largest roadside assistance provider with nearly 500,000 members.
The TVCs can be viewed here:
ECD: Simon Langley
CD: Dav Tabeshfar
Art Director: Patrick Allenby
Copywriter: Elliott White
Agency Producer: Paul Friedmann
Account Director: Lauren Mestichelli
Account Manager: Courtney Rowley
National Planning Director: Angela Morris
Planner: Celia Garforth
Client: Danielle Olbromski
Production Company: Photoplay
Producer Belinda Dean
Director: Tom Noakes
Post Production: Frame, Set & Match