Clemenger BBDO has done it again for NZTA, this time with a new TVC that shows how everyone has a part to play in stopping a drunk driver.
Released this morning on NZTA's Facebook page, the Local Legends ad plays close to home for anyone who might feel anxious trying to convince someone they don't have much influence over not to drink and drive.
It's a rainy night on a rural road. Old-timers Kev and Barry are filling up the tank at the garage when they notice Mary's son about to drive his mates home after a night "on the sauce". Barry knows what the right thing to do is, but Kev's not so sure: "Na, I'm crap at that kind of thing, Barry," he says.
But this local legend manages to get over his fear and confront the boys. And while there are moments in the clip that you might find yourself holding your breath, 'cause you can't bear to see Kev deflated by a bunch of drunk kids, it all works out alright in the end.
The ad is in the same vein emotionally as others Clemenger has made for NZTA - most of which have been incredibly successful.
In a StopPress interview with Clemenger BBDO earlier this year, NZTA principal advisor Rachel Prince, who also manages the advertising program, said the ads always tried to break into people's consciousness by being real and relevant.
“For us to get our audience to buy into the message we have to portray a realistic situation.
“If you gloss over it or exaggerate it too much, they switch off and say ‘that’s not for me, it’s not relevant’... it’s not our place to judge what they’re doing. But it is our job to stop them from jumping in a car in an impaired state.”
Local Legends follows the award-winning ad 'Mistakes' which throws back the ‘it’s the other drivers who make mistakes’ line at those who speed in an effort to get them to think about their own behaviour.
The ad was viewed more than 10 million times on YouTube and won a Gold in Public Service/Social Welfare and a Silver in Copywriting at this year's London International Awards.
Local Legends credits:
Client: Transport Agency
Principal Advisor: Rachel Prince
Principal Scientist: Paul Graham
Agency: Clemenger BBDO
Executive Creative Director: Philip Andrew
Creative Director: Brigid Alkema
Creative: Mark Dalton
Creative: Mike Gwyther
Head of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Head of Television: Martin Gray
Film Company: Finch
Director: Patrick Hughes
Producer: Karen Bryson
Editor: Drew Thompson
Sound Mix: The Coopers at Franklin Road
Music: Max McCauley “Back to the Mountain”
Managing Partner: Matt McNeil
Account Manager: Elena Kotsapas