Low level speeding exposed in new campaign for MAC via Clemenger BBDO, Adelaide
A new campaign by Clemenger BBDO, Adelaide for the Motor Accident Commission (MAC) of South Australia sets out to change drivers’ attitudes to low-level speeding by exposing the community problem that sits at the heart of it.
The TVC was filmed in Adelaide using exclusively South Australian talent and was produced by The Sweet Shop.
MAC Chief Executive Officer, Jerome Maguire says low level speeding is a dangerous community-wide issue due to the large number of drivers who speed by a small margin: “Creeping over the speed limit has a contagious effect on drivers causing them to adopt higher speeds. So even though drivers may not be directly involved in a crash, they’re still contributing to the road trauma” said Maguire.
Clemenger BBDO Adelaide Executive Creative Director, Karl Fleet said the main creative challenge was to change the community’s perception on an issue that the majority don’t actually perceive as being a problem: “The community today considers illegal drink driving to be unacceptable, but that view doesn’t yet extend to low-level speeding, even when the crash risks are the same. We wanted to address this misperception head-on and make drivers understand we all play a part, whether you’re in a crash or not” said Fleet.
Agency: Clemenger BBDO, Adelaide
Creative Team: James McGrath, Ant Keogh, Karl Fleet, Julian Schreiber, Tom Martin, Amy Weston, Simon Bagnasco, Brett Colliver
Agency Producers: Sonia von Bibra, Holly Horne
Account Director: Erik de Roos
Production Company: The Sweet Shop
Director: Luci Schroder
Executive Producer: Wilf Sweetland
Producer: Edward Pontifex
Client: Motor Accident Commission
Client: Richard Blackwell, Marketing Manager – Road Safety
13 Comments
Nice work Luci!!
I wanted to like it. And whilst beautifully shot, it’s trying too hard (and is far too heavy-handed). As a result, I’m not even sure what it’s trying to tell me.
That’s a stretch.
I like it. Simple and thought provoking.
I think it’s a great thought. Makes a good point. Resonated with me. Nice.
A lot of Melbourne heavy weights listed there.
Stick to your funny beer stuff boys. This attempt at serious misses the mark because its trying too hard to be clever.
Love it. Great insight, beautifully executed.
So someone’s been in a stack and people in the neighbourhood are offering the person some replacement parts that they happen to have in their drawers and pockets and baths?
It makes a good point and it does it well. But I wonder what the research says about the key motivation for people to obey the speed limit? Surely it’s not that if we speed we may also be inadvertently responsible for someone else speeding?
It’s based on a genuine insight – that when people speed by a little bit other people speed more to overtake them – is well shot and arresting.
The fact that the ‘parts’ of the car, and everyone plays a ‘part’ is heavy-handed is not really that important.
What is important is that it’s memorable and gets people thinking.
awful. overly art directed. … lost interest.
@ max H
So is the Mona Lisa
a creative team of 8 to come up with that idea. No wonder the rest of the world laughs at advertising…