RACV’s ‘Unlucky AAMI’ topical press ad lucky to take out Aug/Sept Could Be a Caxton competition
CB can reveal that RACV’s “Unlucky AAMI” topical newspaper ad, created by Whybin\TBWA, Melbourne, has won the August / September Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.
Ron Mather, partner at It’s the Thought that Counts and the judge of the August / September competition, said: “Well done to whoever saw this great opportunity to deliver such a simple, powerful, relevant piece of communication for RACV exposing a large organisation for not delivering on their promises when they were most needed. I also liked the tone of the headline, no chest beating, just straight to the point. Yes I think this Could be a Caxton.”
A Highly Commended was awarded to Sunny Queen Farm, “Chicken Run Eggs”.
Says Mather (left): “Bit of fun, not taking themselves too seriously and the thought that Sunny Queen Chickens are fitter, faster and healthier, possessing super chicken powers because they live on a chicken health farm, is a campaign I thought you could have a lot of fun with.”
The October / November Could Be a Caxton competition is now open for entries. It’s free to enter and anyone can submit nominations. The copywriter and art director responsible for the newspaper campaign judged best of the year’s Could Be a Caxton bi-monthly winning ads, will score an all expenses-paid trip to the 2012 Caxton Awards.
For more information on how to enter the Could Be a Caxton competition and the Caxtons in general, visit facebook.com/CaxtonSeminarAndAwards
16 Comments
That hurts.
Yeah snap!
very strong
It’s been a long time since I’ve seen such a strong, ballsy press ad. Not clever, just fucking brilliant.
Forgot to finish kerning the word ‘claim’.
I find it ridiculous that an ad that does not adhear to advertising code of ethics could receive such praise! Not to mention the fact that RACV are misleading their own customers by saying they made an “ex gratia” payment on this occusion. What about their other customers that have not been covered by flood over the years and had their claim rejected?? Just to be clear, RACV do not cover flood, Yes a great advertisment if you consider misleading advertisng to be great.
@3:52 – Thanks AAMI client/suit.
Like it
adhere. not adhear. that would be a radio ad.
Do any of the insurers payout? Coles Insurance are going to F&*K them all given time.
So for my next campaign all I need to do is trawl social media for negative sentiment against a rivals brand and then add shitty photographs of it to my work?
taking a dig at another company does not make me won’t to join the company having the dig…
it’s like a person telling you not to like a person they don’t like – it makes you have less respect for that person as they seem catty…
AAMI’s bad advertising campaigns and bad songs turn me off their company all by themselves… 🙂
9.51 Perhaps you don’t realise that this ad is hitting back at AAMI ads that claim RACV are more expensive. So I think that the headline makes a very pertinent point and makes people reconsider.
hitting back GEE that’s sooo mature…sometimes the brands get so caught up in competing they forget it’s what the customer wants and thinks.
Not about hitting back at another brand – complete rubbish…it’s about been happy with your brand their customer serivce etc etc that keeps customers around…not arguing about who can bag out the competitor better…!!! isn’t it??
@October 17, 2011 2:22 PM
Not sure about you, but knowing that I will receive the payout that I pay insurance for, should the need ever arise, is more likely to sway me towards a company than them being happy with their brand or some twat being polite on the phone to me.
@beth – “it’s like a person telling you not to like a person they don’t like – it makes you have less respect for that person as they seem catty…”
no wonder i have no friends.