SA’s Motor Accident Commission asks motorcyclists to ‘gear up’ in new campaign
The Motor Accident Commission (MAC), via agency Clemenger BBDO, Adelaide, has this week launched the second instalment of its motorcycle safety campaign with executions in TV, online and press.
The campaign once again stars Five times MotoGP champion Mick Doohan as its spokesperson.
Where the first phase of the campaign focused on the unique dangers of the road environment that challenge motorcyclists, this latest instalment highlights the importance of wearing protective clothing in the event of a crash.
MAC general manager corporate affairs Ben Tuffnell said motorcyclists are fully exposed to all the elements and are also particularly vulnerable to injury if they’re involved in a crash: “The campaign aims to alert riders about the risks they face on the road and encourages them to take responsibility for their own safety by wearing the right protective clothing,” says Tuffnell.
A good many of these injuries could have been prevented or made less severe had the rider been wearing the appropriate protective clothing.
Research has shown that motorcyclists are 30 times more likely to be killed on South Australian roads than a motorist and consider protective clothing as more of a nuisance than a fundamental measure to protect their bodies. While some may think that jeans, t- shirts and other attire offer some form of protection, in reality their effectiveness is purely superficial.
To demonstrate the point, the campaign’s television commercial shows a motorcyclist falling from his bike with his jeans, t-shirt and sneakers represented by body paint. The analogy is made clear when, at the conclusion of the commercial, Mick Doohan tells the viewer “If you’re not wearing the right gear you may as well be wearing nothing.” This is followed by the campaign line: Gear Up. MAC.
Other highlights of the campaign include:
• a media-rich website with Mick Doohan guiding motorcyclists through the key aspects of appropriate motorcycle protective clothing
• online banner and mobile phone advertising • direct mail • press advertisements • magazine inserts
• and posters
15 Comments
As a rider and a creative, I’ve got to say this campaign is leagues ahead of what the TAC are doing here in Vic. Nice job guys. They should be running nationally.
It must be a homage to this ad
http://www.youtube.com/watch?v=C_o1cwbd4po&feature=player_embedded
yup. bang on.
As a rider, a creative AND a wanker, I’ve got to say it didn’t do much for me.
5:11.. what a dumb comment. Seriously.. in what way is it ‘a (sic) homage’ to that ad?? They both have crashing motorbikes in them? Stupidest comment I’ve read on here for a while.. and that’s really saying something.
Smart. Doesnt need the last 5 seconds tho.
Having lost some skin a few years back I can fully appreciate the comparison. They should make leathers and safety gear compulsory like they do with helmets.
6:16
Are you stark raving mad?? That’s the only time this tvc makes any sense.
If the preamble before didn’t tell me that the rider was painted only in only body paint I would never ever have known.
FAIL!!!!!!!!
The rider’s wearing only body paint? Didn’t notice. Perhaps that’s why I thought the ad would have been better if he was wearing nothing.
Fail.
Oh right I had no idea he was wearing body paint until I read the comments.
As a rider I agree, It does nothing.
Its an important message though. the amount of scooters you see with people wearing high heels and work atire or even shorts and thongs in shocking.
Using mick doohan as a spokesperson doesn’t speak to me either, but no doubt this was forced by the client.
Says a lot about the talent of the body painter then!
Either that or most of didn’t really watch it, you rushed through it to bag it.
Nice work I reckon.
i think you old blokes need stronger specs if you couldn’t tell he was covered in body paint…and assuming your also bike riders no wonder you crash so often.
We watched it, 2:50. Unfortunately the public – who don’t scrutinise TV commercials as closely as we do – won’t have the advantage of an explanatory preamble or pamphlet.
Such a shame, because the earlier work by this very good agency, featuring racing bikes sliding into bus shelters and other everyday roadside objects was brilliant.
Get farked. Fail.
http://www.bestadsontv.com/ad/31627/AIP-Helmets
@ 7.23 dude. double fail. how is that similar?
At least 5.11 was close.
But its a different idea. sure its in slow mo.
but there is a different point being made here.
As a rider myself I think most Bike riders are pretty conscious of what they wear .
It’s the scooter riders that are the problem unto themselves.
There is a misconception that scooters are safer and its reflected in what they wear,
truth is, they are the most at risk. most pot holes are bigger than scooter tyres for a start.