NRMA Motoring and Services launches new campaign via Lawrence Creative Strategy, Sydney
The Proclaimer’s hit ‘I’m on my way’ is the driving theme behind a new, multi media brand campaign for NRMA Motoring and Services, launched this week via Lawrence Creative Strategy.
Two new TV spots show how an experienced and calm NRMA Patrolman can always be relied on to solve your car problem, no matter how embarrassing the situation you find yourself in.
The campaign aims to reinforce NRMA’s position as the best roadside assistance provider in the market and it also reclaims ‘when you need roadside assist, Call NRMA for H.E.L.P’.
Says Neil Lawrence, CEO Lawrence Creative Strategy: “This line was used many years ago but felt even more relevant today. Too often brands try to keep reinventing themselves rather than stay single minded on what they are truly good at. In NRMA’s case, it was help.”
Says Bronwyn Shearer, NRMA’s head of brand and acquisition marketing: “These ads are about what is at the core of everything we do at NRMA. It reminds people about our point of difference compared to other roadside assistance providers.”
Client: NRMA Motoring+Services
Agency: Lawrence Creative Strategy
Executive Creative Director: Neil Lawrence
Creative Director: Chris Mitchell
Business Director: Fleur Marks
Account Director: Jennifer Clarke
Executive Producer: George Saada, Bento
Production Co: Bento Productions
Director: David Gaddie, The Colony
Producer: Susan Walker, The Colony
D.O.P: Russell Boyd
Music: Song Zu
Post Production: Method Studios
Editor: Danny Tait
Stills: Paul Blackmore
10 Comments
Fun.
nice one Chris
Sorry, this has been done loads of times before. Hyundai are currently using the idea of cutting an ad to the lyrics of well known song….theirs is a Queen number…..neither are great, but at least Hyundai were first.
A brand this iconic should be doing something great.
These are horrible.
Perhaps not a legend in the making…but so much better than most of what’s on air.
Good casting too.
You’ve got this ad going Ah huh, and the other insurer, Allianz, going AHHllianze. Dunno, kind of the same thing to me.
Ahhhhh does anyone else think this looks familiar?
I don’t mind the idea but I’m not sold on the execution
no real insight , what else can you help with apart from the obvious?
The N.R.M.A. needs the H.E.L.P. of somebody better than the bunch of has-been hacks that regurgitated this dreadful old tosh, for them that’s for sure.
It’s seriously denuded of idea.
I prayed for it to be a parody of Ahhhhhliance – like Mr and Mrs Consumer are sitting around like twats to make THAT connection, and go AHHHAAAA! and switch brands – as that would have saved it somewhat.
But alas, it’s not.
We all know – including the eejit client that approved this woebegone tale, no doubt – that this is yesterday’s work in more ways than one.